NEW YORK — In May, Bond No. 9 will take a cue from the world’s fastest-growing market with the launch of its newest scent, Chinatown. Chinatown, the company’s 22nd fragrance, was inspired by a New York neighborhood and it has a decidedly Asian flair — from the Ming Dynasty-inspired graphics printed on the bottle to its notes of peach blossom and cardamom.
Much like the country from which many of its residents originated, Chinatown is growing rapidly, according to Laurice Rahme, founder of Bond No. 9. “On the periphery of Chinatown, you’re finding new designer shops and fashion and [the fragrance] is in that spirit,” she said. “It’s a destination neighborhood for both tourists and New Yorkers.”
Created by Aurelien Giuchard of Givaudan, Chinatown features top notes of peach blossom; middle notes of peony, gardenia and tuberose, and base notes of cardamom and dark woods. “This is for a young girl, an avant-garde woman,” said Rahme. “It’s not a classic fragrance — it’s for more of a young crowd, someone who is adventurous in fashion, food and fragrance.”
Rahme said that it was important to feature “edible notes” in the fragrance, such as cardamom and peach blossom, an edible flower. “In Asia, they eat a lot of flowers,” said Rahme. “And people love the idea of food — it’s about comfort.”
For Chinatown, the signature Bond No. 9 star-shaped bottle is decorated in a plum blossom pattern, inspired by a porcelain ginger jar dating back to China’s Ming Dynasty. The original jar, explained Rahme, features a navy blue and white pattern, while Chinatown’s bottle is covered in contrasting colors of fuchsia and pearl. One side of the Chinatown bottle features fuchsia flowers with a pearl background, while the other side features pearl flowers with a fuchsia background.
Rahme said that the bright pink color was chosen as an alternative to red, the color that many people associate with China. Bond No. 9’s subway token insignia is included on the bottom right corner of the bottle.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)