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Oh my goodness. I heard little whispers about Deciem’s venture into perfume and fragrance quite a long time ago but all of the Deciem brands are so exciting, and have so many brilliant launches, that it is rather easy to drop the ball on something. I definitely dropped this ball and it’s a rather incredible one. Avestan by Deciem is the brainchild of the company’s genius (and I don’t use that word lightly) founder Brandon Truaxe and it is about to turn the fragrance world on its head! How very very exciting!! Here’s a little peek!
So, as you’ll probably expect if you know anything about Deciem and Brandon, this isn’t too much like anything we have really seen in the fragrance world before.
You won’t find anything that has already been done, and done again, here. There’s a fragrance called Printer’s Ink which has been formulated to scent paper and luggage. It’s something I didn’t realise I needed!
The idea behind this collection turns absolutely everything we believe about why we like certain scents on its head. Brandon explains that for a long time we have been told that the reason we like certain smells is linked to experience and memory. Avestan is the opposite to this. The collection is based on the idea of aromas that “did not connect [him] to a distant memory and instead created an elucidation of something unfamiliar.” It’s basically about fragrance that doesn’t actually relate to anything.
How absolutely intriguing. “It is a departure from lavender and rose to an unfulfilled journey of unfamiliar notes: clays, stems, saps, places and moments. Avestan is an avant-garde play on nature – one that disallows the mind to identify but creates instead a welcomed occasion to explore.”
Can’t. Cope. Brandon has done it again. Like I said. Genius.
Avestan by Deciem Collection
Unsurprisingly, there are no half measures here. Avestan by Deciem launches as a very full collection that includes a range of different formats across eight extremely unique fragrances. I am so (so so so so) excited to get my nose near these. I actually dreamed about it last night!!
Brandon says, “It began in the presence of things decidedly unworthy of much admiration in the world of aromas: coated clay vats filled with argan oil, earthly walls of a typical village abode and the mud that had formed on my bare feet having crossed the river that bordered the township of Asni in the Moroccan Atlas Mountains.”
- A Tanner in Tuscany – A sensory summary of tanning suede in a Tuscan afternoon
- Budapest – A discovery of copper in Budapest architecture
- Esfahan – An Iranian borrowing of Assam oudh and crushed saffron
- Roofs of Beni Isguen – A walk through alleyways of the roofless North African town of Beni Isguen
- Svalbard – An ode to concrete corridors of Svalbard Seed Vault in the Arctic
- Tenere Desert – An isolated trek across the South Central Saharan desert land
- Tent in Tanzania – An aromatic visualisation of firewood near a tent in Tanzania
- Tibet – A humble selflessness amongst the sands, rocks and gusts of Tibet
All eight scents come as an Eau de Parfum, a Parfum Concentre, and a 250g candle. Yes!!! I am enormously happy about this. The high end fragrance market is currently charging some huge price tags, and I know this is going to be different.
Also, some of the scents come as what are being termed as lifestyle products and they include, Shampoo and Conditioner, Body Wash, Body Lotion and Bubble Bath.
Avestan by Deciem The Yaz Collection
There’s also a special candle collection called the Yaz Collection:
- A Violin Atelier – A connection with woods, tools and inks inside a violin atelier
- Asni Village – A barefoot walk through the rivers, mud and the soil of High Atlas mountains
- Date Market in Tunis – A warming stroll through the contrast of spices and dates in a Tunisian market
- Yasna – A contemplation of fire against water in orderly Avestan spiritual ceremonies
I haven’t smelt anything yet, and I don’t know how much it is all going to cost, but I do know that what you will be paying for will be the high quality ingredients and artisan workmanship, not the packaging. Having said that, I adore the packaging. It is beautifully simple and simply beautiful. It looks incredible. People are going to go absolutely crazy for this. Just watch. I can certainly see quite a few people reassessing their recent standpoint on the Deceim brand.
You can check out Avestan by Deciem HERE. The website is beautiful. As soon as I have more news I will let you know, so stay tuned.
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