“With L'Eau Papier, it's a new and less figurative approach. The fragrance notes can be as generic as the ones found in any other bottle of juice you'll find in duty free, but a well-spun yarn can certainly make that eye-watering price-tag a bit easier to swallow.

& Durga’s cult-inspired Mississippi Medicine – even when they seem to have no real relevance at all. Throwing a topless star onto your perfume campaign will do little to entice this discerning group, they’re won over by weird and wackier points of stimulus – like Aesop’s 'Heterotopic Othertopia collection or D.S.

(It doesn't matter, so long as it's on show.)ĭiptyque is part of a cluster of fragrance brands that have won the spending power of stylish, affluent 20- to 40-year-olds, who like to speak as much about the story of the candles as they do smell them. Nearly 60 years on and they’ve become a symbol of accessible luxury the Baies candle, in particular, can be spotted in many a millennial’s living room, either as its original form or repurposed into a nifty pen holder. Stocking a variety of self-designed fabrics, Indian incense, German paper lanterns and anything that took their fancy, they then moved onto creating their own candles, and by 1968 the brand had released its first fragrance: L’Eau. In 1961, the trio opened a boutique on 34 Boulevard Saint-Germain (where they still reside today) based on a simple ethos: listen to their intuition and see how it goes. The founders, Christiane Montadre-Gautrot, Yves Coueslant and Desmond Knox-Leet, met through friends of friends and bonded over their shared love of the arts. The “merchants of nothing” (a title given to the brand by eminent Parisian gastronomes Gault and Millaur in the late Sixties) have had a long history. It is a tribute to artistic creation and to paper, it recalls the history of the House, the passion for line and stroke that animated the founding trio.” Right, not just a pleasant scent then. “It celebrates the power of imagination, of the suspended moment where the hand, the ink and the paper are one. “L’Eau Papier pays tributes to our artistic DNA,” says Laurence Semichon, Diptyque’s Senior Vice President. Meet L’eau Papier: the embodiment of two writing utensils into a scent. To that end, paper and ink have inspired the latest fragrance from Parisian maker, Diptyque. Somewhere in-between, paper (and pen) emerged and then faded away, but there’s still good reason to sit down and get writing, every once in a while, because who knows what adventures – or forgotten to-do list task – may appear on the page. Where do stories start? Originally, cavemen would utter them to their mates around a campfire now they’re told via five-minute voice notes that invariably require a follow-up disclaimer/apology.

Diptic candle