Some fragrances are so popular that you can name them as soon as you smell them. In other cases, it’s not even necessary to open the cap: you catch a glimpse of the bottle and know what’s on the label without having to read it. Just like clothes, perfume bottles can reach iconic status thanks to their extravagance, or, conversely, because of their simplicity. They’re often designed with no less care and imagination than couture collections. And it doesn’t really surprise me – if you think about it, fashion itself is just the art of packaging.
It’s mid-June. What are you looking forward to? The answer should be obvious. Let’s shout it out loud in our best James Franco voices: summer holidayzzz! Planning to go around the world in 80 days, but ending up like The Inbetweeners. Wanting to sleep until noon, but being woken up at 6 by the sun shining right in your face. Forgetting the bikini body bullshit and becoming an amateur ice-cream tester. Looking out for the next song of the summer and hoping it’s better than Call Me Maybe.
Here’s Baz Luhrmann’s recipe for an epic blockbuster: take a literary classic, cut out the highbrow parts, stuff it with special effects, add a handful of glitter, stir it in the rhythm of whatever VIVA plays at the moment, and apply lots of dressing (designer, of course.) Killjoys in unfashionable glasses may complain, but audiences will devour your film like a pile of Nutella pancakes.
Sometime around 2010, the first photo of a tofu cake (or was it a mango salad?) appeared on my Facebook feed. What was my reaction? I wish I remembered. Perhaps I smiled. Maybe I “liked” it. Or possibly I turned off my desktop PC (oh, the technology we used in ye olden days!) and headed to the kitchen. Most likely, I ignored it, not realizing that I was just witnessing the birth of a trend soon to sweep the world.