Le Labo is known for many things, among which is the numerotical labeling (each perfume is named according to the number of ingredients as well as the main material), their ultra-hip site, their clinical approach to packaging and sales assistants as well as the "of this minute compounding", and their reluctancy to hand out samples (because they're not "fresh enough" if you can believe it).
Time Out Chicago (I simply love those Time Out guides!) happens to have an interview with Fabrice Penod, co-founder of ultra-hip brand Le Labo (The other founder is Eddie Roschi). In it he discusses memory, desire and Proust (well..) with some funny "translation language" (that's what I call it) and some contradictions. Still there are his "strong memory of a fig tree my grandmother had in her backyard, so it’s emotional for me every time I smell that", the "idea of making people more sexual with our perfume than without it", how Oud 27 is very "dirty", the explanation of their city-exclusives fragrances and the (news alert?) upcoming Chicago exclusive scent.
But perhaps the most lovely line of the whole interview is borrowed from a well-known Italian designer he was working with: "Elegance is not made to be noticed. It’s to be remembered". Bravo!
Read the whole article on Time Out Chicago by Jessica Herman.
pic by fashionpulsedaily.com