I’d already picked out my two most noteworthy new fragrance brands before I had a clue they shared the same nose. Perfumer Jérôme Epinette has made a name in creating high-street fragrances that are far better than they need to be.
Arket, & Other Stories, Banana Republic and Zara have all seen their perfumes overdeliver, thanks to the classically trained Epinette, whose particular strength, to my nose, is the sort of modern, woody gender neutrality popular with lovers of understated scents or the previously perfume averse. Only he’s now gone and helped create Victoria Beckham and Bibbi’s lines – luxury brands with bolder identities and price tags to match.
