Monday, July 23, 2012

Interview with Trudi Loren and Tarek Atrissi for Aramis Calligraphy

"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.


  1. MariaA19:54

    Is it me cause this looks like a mix of DKNY Gold & Estee's Wood mystique! The notes do look amazing though!

  2. Miss Heliotrope01:44

    So is geometric male or female? & traditional & contemporary are? Do you only use the half that applies to your sex?

    It looks & sounds interesting, but sales write ups are so funny...

  3. M,

    it does, sort of! It should be more interesting than Wood Mystique which didn't wow me. The calligraphy on the bottle is appealing enough, so hope the contents don't disappoint.

  4. C,

    good point though it's not a write up composed by sales but the graphic artist's own explanation. I guess one could "picture" themselves using either interchangeably.
    (My own qualm is how Aramis is seen so much as a masculine brand that it would be hard for women to pick a tester and just spray themselves away. But I suppose this isn't true in the UAE so much where the brand hasn't established itself?)


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