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Translated by
Roberta HERRERA
Published
Sep 13, 2022
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Paul Smith launches first collection of home fragrances

Translated by
Roberta HERRERA
Published
Sep 13, 2022

British fashion brand Paul Smith is continuing to diversify its range of products by introducing its first collection of diffusers and scented candles, following the recent launch of Paul Smith 'Home'. Available since August, the home decor line offers a selection of decorative cushions, blankets and towels.


Paul Smith


The designer's personality, memories, favorite places and specific moments of his life served as inspiration for this collection consisting of four fragrances that offer an "olfactory journey" into the world of Paul Smith, who launched his eponymous brand in 1970 with a small store in Nottingham. 

As part of the lineup, 'Botanist' evokes the scent of freshly cut grass and is reminiscent of the British brand's first boutique. Inspired by the atmosphere of a library and Paul Smith's office, 'Bookworm' offers warmer accents with notes of grapefruit. 'Early Bird', on the other hand, takes consumers on the designer's morning walks through the rainy streets of London, with subtle hints of Indonesian patchouli, while 'Daydreamer' transports back to summer vacation, with notes of French lavender oil.

Available in small 240g candles (75 euros), large 1kg candles (235 euros) or 250ml alcohol-free diffusers (125 euros), the fragrances were designed by two IFF (International Flavors and Fragrances) perfumers, Céline Barel and Meabh McCurtin, together with the British designer. The selected ingredients were sourced from LMR (Laboratoire Monique Rémy), a specialist in natural raw materials.


Paul Smith


"The creative process didn't end with the fragrances. I was always very keen to place a lot of focus on the design of the vessels themselves. I really enjoy the combination of color and light in the containers and I hope they will become keepsakes in their own right," explained Smith.

Topped with caps that can also be used as coasters to protect surfaces from the heat, the candle holders are presented in glasses of two complementary colors. Due to their classic and minimalist design, they can be reused as decorative objects once the wicks have been consumed or diffusers used up, promoting a circular economy. The packaging was also created with sustainability in mind and does not use cellophane. 

Available from Monday, September 12, the new home fragrance line will be sold on the brand's website and in physical stores. In France, where Paul Smith will hold a presentation during Paris Fashion Week, the products will be displayed in a pop-up at Le Bon Marché.

The launch is part of the British independent company's ongoing repositioning strategy, targeting a younger audience. In fiscal year 2020/2021, Paul Smith saw its sales shrink by 17% to 123.8 million pounds (148.53 million euros), as a result of Brexit and the outbreak of the pandemic. Today, the company is present in 60 markets worldwide through a network of 130 stores.

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