"I think there are very few fragrances that are still on the market after 50 years that are classics. The Aramis brand itself is still in the top 20 in many countries around the world and in fact is number one in several. A classic fragrance is one which has sophistication, a signature and is identifiable with quality raw materials." Thus proclaims (quite rightly) Trudi Loren, vice-president of corporate fragrance development worldwide for Aramis, who says
Calligraphy by Aramis contains rose and jasmine absolutes alongside a lot of natural notes; petrulli, cardamom and myrrh.
Estée Lauder launches
Calligraphy with a special proviso: created specifically for the Arab region and designed for women and men, its aim is to commemorate the founding of its iconic fragrance house Aramis almost 50 years ago.
The graphically heavy bottle is the artwork of graphic designer Tarek Atrissi, who says "Calligraphy in Latin is one word but in Arabic it's two, and that became the whole concept to play with; mixing the two words and mixing the contrasts of the project. For example, because as it's a genderless scent the design had to appeal to men and women so the two words are very contrasting in style. One is more geometric script and the other is more organic, traditional, artistic script. Also mixed in there is the idea of tradition meeting the contemporary."
Quotes and whole interview
on The National.
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