Dior sketch ads: how lovely!

How can an obituary be glamorous? Or related to scent barring the mental connection with funeral flowers? Well, it can, if it involves René Gruau, chief visualiser and illustrator for parfums Christian Dior.
Here is his obuitary from the Guardian:

"René Gruau (Count Renato Zavagli Ricciardelli delle Camminate), graphic artist, born February 4 1909; died March 31 2004" (from the Guardian 15 April 2004)

Guardian obituaries

It says so little...In fact it was exactly Gruau that persuaded Dior to accept the offer of textile magnate Marcel Boussac to help establish a fashion house. After all not many know that Christian Dior began as an illustrator himself. The rest is of course history.

Born in Rimini, Italy, in 1910 as Renato Conte de Savagli-Ricardelli, he had a French mother, Marie Gruau, who was known as a great beauty and must surely be held responsible for providing the son with his first glimpse of beauty that culminated in his vision and aesthetic explorations.

Interestingly he borrowed his mother's name, of which he used "G" for a signature, visible on his sketches for Dior, surmounted by what seems to be a star based on an ink-splash (later he put this symbol on his Rolls-Royce, of all things!)
Using a heavier charcoal outline or thick paint brush was his signature look at an era that preferred watercolours and delicate delineations. It was his modernity that differentiated him and which was a companion till the very end, making his work seem current even today in a world that has practically seen everything.
Apart from Dior he also did illustrations for Balmain, Lanvin, Schiaparelli and his favourite, Balenciaga. He was also instrumental in trying to give a younger image to Givenchy couture. Not to forget his work for films (who can forget his "La Dolce Vita" or "French CanCan" art posters?)and for "glossies": Flair, Vogue and Harper's Bazaar. His provision for Moulin Rouge and Lido remind us of another famous artist of posters with arguably low subjects turned into high art: Toulouse-Lautrec.
But his work for Dior parfums is crystallised someplace in the best part of perfume lovers' mind.

We can see in this not often referenced pic of the first three Dior fragrances that the three perfumes look to be embodients of three "sisters", dressed in comparable fashions: the outlines of the bodies hidden beneath meters of cloth, their heads clothed in loose hoods. The choice of rose, black and white seems to be characteristic of Gruau's palette, even to the modern day. Here they represent different olfactory profiles. It would be interesting to guess which is which! Of course the easiest one would be to attribute white to Diorissimo, it being a more virginal lily of the valley scent (although, not quite!). But which is Miss Dior and which Diorama? Therein lies the charm.

"Some of his artworks were what we now call "brand images" - the pearl-necklaced swan he dreamed up for Miss Dior perfume after Dior gave him a whiff and a briefing" (quote from the Guardian article above). Here it is from 1950. A true classic, just like a string of lustruous pearls on a delicate lily throat.

However apart from vulnerability, there is also the hint of the animalistic in Miss Dior that is so evocatively suggested in this 1949 advertisement: a woman's hand resting on a leopard's paw. The long fingers of a pale feminine hand resting on the spotted fur. Elegance and ferociousness rolled into one burst of olfactory mirth; like the glorious parfum itself!

In 1950 he draw an image of a woman almost melting into a what seems like a giant white lotus flower in a pool of black ink. It also vaguely reminds us of the pon-pon of dusting powder; which is not averse to the dry feel of chypré perfumes, of which Diorama {click here for review} and Miss Dior are great examples, for which the ad was conceived (it run for both).
Gloriously simple, gloriously evocative.

The elegant sweep of his intense brushstrokes can be seen in this Dior Dior advertisement from 1978. The black "ribbon" both delineates the dress (witness the sleeve and the drape of the cloth sketched in a sweep) and his signature. I call this an apotheosis of design calligraphy. Don't you?

Diorella always had the air of independence and élan that is so characteristic to the French parfum du jour. We might as well mention here that although France is considered to be the olfactory capital of the world, this by no means equals heavy bombastic perfumes being considered bon chic bon genre for the day. It is much more elegant to save the romantic and seductive potions for the night, the opera and the ballet or the club than for the errands of the day. For those instances classy BCBG Parisians opt for something light and zingy, like Diorella. {click here for review} And which image denotes an active woman off to town better than this one, pants and boots encasing dynamic gams, sketched by Gruau?

"He limned sexy gentlemen's limbs for the men's range Eau Sauvage far into the 1980s" (quote from the Guardian article above). And what an intriguing idea this is! It hints at both mystery (the hidden torso and face) as well as virility (the hairy legs). This came out in 1966. They just don't make them like this anymore... On a subsequent image from 1970 (interesting to note that by then the sexual revolution was in full swing), the white bathrobe is substituted by a piece of furry hide that plays upon the "sauvage" (=wild) connotation.
Less intriguing than the previous incarnation, but just as playful.

"Perhaps this latter image would befit the 1980s flanker Eau Sauvage Extreme to a T, in its black opaque bottle and ferocious name. The white bathrobe however wasn't abandonded, resurfacing again in 1971, 1977 and 1978. Some things are just too good to let go!

A great artist and a witty man, to be sure.



If I have persuaded you to take an interest in this artist's work, take a moment to revel in these glorious fashion sketches....

We will continue with the Dior chypres shortly. Stay tuned!

Pics from artnet, operagloves and okadi

The Dior Chypres series ~Diorling: fragrance review

If Diorama is synonymous to a classical goddess, then Diorling is fit for a dark Rennaisance angel. This supremely elegant "leather chypre" that saw the light of the day in 1963 is one of the rare beauties that have such smooth contours, so velvety a sheen as to render the leather note a tender caress on a very expensive handbag of an austere design resting atop a soft feminine lap while waiting for a rendez-vous a deux; a handsome beau bringing flowers hidden behind his back.

Diorling was created by Paul Vacher, the nose that is officially credited with the creation of Miss Dior, that classic of classics for the house of Christian Dior, in a French attempt at "English refinement". 
In the case of Miss Dior it has been inferred that its formula was based on a concept by Jean Carles (the man behind Tabu and Ma Griffe) and the extrait de parfum was further assisted by the great Edmond Roudnitska. In Diorling there is no data to support a hypothesis that the perfume was aided by either man’s expertise. It is therefore interesting to examine what sources Vacher drew his inspiration from.

One could trace the lineage of Diorling in such formidable leathery scents such as Cuir de Russie (1924), Bandit (1944), Jolie Madame (1953), or Cabochard (1959). Diorling offers the relatively harsh but restrained opening of bitch tar coupled with bergamot and what seems like bitter orange without the bracing, almost bitter aromatic top of Jolie Madame, the acid green of the quinolines in Bandit or the bracken & whip of Cabochard ~ which make for challenging compositions that seem demanding like an ancient Greek cthonian deity or a creation of Paula Rego.

On the contrary, Diorling weaves its sexy, dry, leathery note smoothly throughout the duration of the fragrance on the skin revealing flowers of an incomparable beauty and luminosity: the clean note of hydroxicitronellal, which echoes the headiness of muguet/lily of the valley, and light, airy jasmine with no real indolic dirtiness. Although rose is part of the bouquet garni of Diorling, I perceive no evident trace of its lushful personality as it is hidden behind the backdrop of dryness and classical symmetry; two traits which put it firmly in my heart of hearts. As the scent slowly dries down a stream of patchouli and earthy vetiver come to the fore elegantly and quietly to position the whole into the realm of chypre. This chypre however has neither the intensely floral animal naughtiness of Miss Dior nor the opulent fruitiness and floralcy of Diorama {click for review} which draw contrasts of chiaroscuro. Diorling puts its spell through the equilibrium of a delicate pendulum that never veers from its well-ordained course.

Nota bene: The above review pertains to the vintage edition of Diorling, which is also the best. There is a newer bottle in 125ml eau de toilette with houndstooth label available from Paris Dior boutique which is lighter and with less intense animalic components (circulating in the late 2000s).
Then there is a 2012 "modernised" version of Diorling joining the perfume line Les Creations de Mr.Dior on 30th January 2012, comprising notes of Calabrian bergamot, Egyptian jasmine, patchouli and leather. This one bears the characteristic design of the newer Dior bottles with the silver "mock thread" around the neck of the bottle in sizes of 100ml.


Boutique Dior is located at 28-30 Avenue Montaigne, 75008 Paris. Fax number to order: 00 33 1 40 73 57 95. Also available at time of writing at Le Bon Marché (in Paris) and at Harrods (at Roja Dove's Haute Parfumerie) in London.

Ad from okadi. Pic of Emanuelle Beart courtesy of aufeminin

The Dior Chypres series ~Diorama: fragrance review

"Cabochard, Dioressence, Diorama were offerings to goddesses, not presents to women". This is how Luca Turin addressed the masterpiece by Edmond Roudnitska that came in 1949 like a luminous cognac diamond to adorn the crown of Christian Dior parfums. He couldn't have said it better.
Diorama, unlike its cohorts in divinity who have lapsed from Heaven, was recently re-issued (along with Diorling) by Roja Dove to results that do not insult its precious, beautiful visage of a classical Venus de Milo.

Luca Turin has been reported to pan the jus circulating at the Avenue Montaigne shop in comparison to the vintage -which one would assume he got procured by the miraculous and forbidable Mme Pillaud in Menton:

"It was real Diorama, a one-ounce tester, the first postwar Dior perfume, not the crap you you buy today for two hundred dollars on avenue Montaigne that bears no resemblance to the original fragrance." (Chandler Burr, "Emperor of Scent" 2003, p.19)

I have alas only dried up dregs of my glamorous, Paris-shopping grandmother's mini vial to compare to the reissued version which I sampled recently {click to learn how}, but if the reissue is any miniscule indication of the greatness of the original, then by God, I would have been blinded with awe.

According to perfumer Jean Claude Ellena, talking about Diorama :

"No perfume has ever had more complex form and formula, more feminine contours, more sensual, more carnal. It seduces us with its spicy notes: pepper, clove, cinnamon, nutmeg, cumin, the scent of skin. It is disturbing with its animalic notes: castoreum, civet, musk. All the accords and themes to follow are contained in this perfume: the wood and the violet, the plum and the peach, the jasmine and the spices"

(author's translation).

Diorama is a chypre of classical structure poised between Femme and Mitsouko and rounding out the best features of both, while it could also be argued that it contains the sperms of calm and restrained fruity exploration that will be expressed in Parfum de Thèrese and Diorella. Unfortunately for me, Parfum de Thèrese soon acquires a metallic aqueous aspect that I find disagreeable, so perhaps I might not be the best judge of such a comparison. The idea however had been suggested to me by good friend Denyse Beaulieu and I think it's worth exploring if you get the chance to have both at hand.

The bergamot top note of Diorama allied to spicy notes of nutmeg, cinnamon and cardamom recall the spice caravan that leads the camels of Eau d'Hermès, another Roudnitska creation, but also the cinnamon bite of Mitsouko that contributes to its spicy woodiness. Cumin was explored as a sweaty note addition to the re-issue of Femme (under Olivier Cresp's baguette) and contibutes a lot to its carnality, which I personally find very pleasurable. In Diorama, cumin is apparently held in check and other elements of more animalic nature are sensed in the depths of the scent, very slowly.

The plum element of Femme , a base of a methyl ionone compound, adorns the composition with a richness that greets you upon first smell along with peach aldehydes, all golden and ripe, softening the whole into a velvety sheen. It is so smooth, so buttery, you can't help stopping and inhaling deeply, admiring your own humble self even if you are feeling like hell and feel even worse.
Diorama has the rare power to obliterate anything you might project visually and transport the one who smells it into a better place, a better time. Its clear, incadescent heart of jasmine which I feel emerge after the first ten minutes projects warmly in a radius that encompasses everyone that will lean a little bit closer. It is a jasmine that is rich, ardent and indeed beautiful. Despite what notes are given, as I lean on my wrists pondering on the beauty of such a smell I perceive a clear lily of the valley note, an aroma that is usually replicated by hydroxicitronellal, as lily of the valley/muguet is a flower whose smell is elusive. (It is well known that Roudnitska grew the heady flowers to study them in order to replicate their divine smell in Diorissimo). That note gives an unexpected freshness, like the one that will surface in Diorella along with hesperidic and peachy touches later on and here marries well with jasmine and another white floral of a greener, piquant aspect.
You can't really distinguinsh when the mossy aspects of vetiver, moss and patchouli enter the scene like dramatic actors in a Shakesperean Midsummer Night's Dream, but when they do along with erotic undertones of labdanum and the leathery odour of animalic castoreum you know they will stay on the skin for hours mesmerising you.

All the themes evolve and revolve one into the other, like "a dream within a dream". You could say that Diorama was the seminal work of Roudnitska that contains his profound ideas on perfume aesthetics to be later dissected and minutely examined in his prolific career.

The lasting power is phenomenal for an eau de toilette concentration (at least on my skin) and in this regard it is excellent value for money.

Diorama, the way I perceive it, smells opulent and quite old-fashioned: the way real women smelled all those years ago, the way my glamorous grandmother smelled, when the hysteria of artificial freshness hadn't surged and people actually dressed for dinner even if by themselves at home. I know, it sounds such a weird concept to our modern ears...However if you have ever got into a satin little slipdress in cerulean blue and got the escargots and Cristalle from the fridge to celebrate by yourself, instead of munching Oreos wearing flannel bear-printed pyjamas, you know what I mean. In short, Diorama is a retrospective. But so much worth it...

Available in the classic 125 ml bottle of eau de toilette.
Boutique Dior is located at 28-30 Avenue Montaigne, 75008 Paris.
Fax number to order: 00 33 1 40 73 57 95
Also available at Le Bon Marché (in Paris) and at Harrods (at Roja Dove's Haute Parfumerie) in London.

Pic from okadi. Painting Pygmalion and Galatea by Jean-Léon Gérôme courtesy of allposters.com. Translations of JCE quote from the french by helg

The Dior Chypres series ~1.the hidden force: Edmond Roudnitska

Edmond Roudnitska

Perfume Shrine embarked on a mission: to disect and discuss one of the bastions of chypre: la maison Dior in its former glory, when under the baguette of Edmond Roudnitska and Paul Vacher it produced classics that remain up there in the pantheon for all of us to worship.

Edmond Roudnitska is probably the one name you simply need to drop if you want to appear as if you have at least a passing knowledge of scent. Of course name dropping is completely ridiculous, especially when used to prove that someone knows anything about anything, but the practice does not diminish the value of this Ukranian émigré who started as an assistant to Ernest Beaux; the Russian perfumer to the czars who made the legend of Chanel parfums almost single-handedly. Did his apprenticeship serve him well? More than that.

Roudnitska became much more than an artist of high calibre in the fragrant galaxy or a point of reference. He also pondered theoretically on the subject of perfume through his prolific writing and his polemic to establish perfume creation as an art form, especially in his book “Le parfum” in the “Que sais-je?” series (now out of print), “L’ésthetique en question” and “L’intimité du parfum”. But the dialectic he inaugurated has survived in his dictum (from a speech given on 20 November 1952 in Paris):

“For it to be considered Art, smell ceases to be a sense to be satisfied to rather become a medium. Thus perfumes will be spiritual compositions and the public will be able to initiate themselves into olfactive forms”.

For him it is not the sense of smell or the materials that are important, but rather the spirit which, playing with forms, will coax the latter with the aid of the former. This point of view had been forgotten for decades when perfumes came out with the eye more on the commercial than the artistic, only to be revived when certain niche companies came into the fore dynamically. Roudnitska bases his axiom in the comparison to other art forms (as mapped out by Etienne Souriau).

“A beautiful perfume is the one which gives us a shock: a sensory one followed by a psychological one. A beautiful perfume is one with happy proportions and an original form”.

One criterion is the pre-thought-out process that precedes composition, contrasting popular myths about “happy accidents” (too much aldehydes in Chanel No.5, vanillin in Jicky producing the basic accord for Shalimar) and certainly the rumour that Jean Carles composed by instinct rather than plan. Therefore artistic perfume composition should focus in evoking odours in an abstract manner. In this he found an eminable successor in Jean Claude Ellena who composes with pen and paper at hand and not concocting alloys at some secret lab. Emphasis on the interaction of materials with one another is also highly regarded.
Additionally, perfume composition should be unique, much like a musical piece, and protected against “plagiarism”. To this he was adamant. He would be sadly disillusioned to find out that nowadays there are hundreds of fragrances that are composed with gas chromatograph and mass spectometer at the side of the unlucky recipient of a perfume brief from a big company: that is, to replicate a best-selling fragrance adding a minimal twist. This is where the education of the public comes into the fore, as well as the possibility of expression both personal and national or era-related through perfume.

Perhaps one of Roudnitska’s best known triumphs -alongside Diorissimo, the iconic lily of the valley fragrance- is the classic Rochas chypre Femme {click here for review}. In this he explored the concept of the fruity chypre with touches of aldehyde and powder rendering a fragrance at once opulent, alluring and elegant. Himself he renounced the moniker of “chypre” for it. In an article appearing in Perfumer and Flavorist magazine in December 1987, he describes Femme as

“floral, aldehydic and very fruity, with the double characteristic of woodiness and sweetness”.

This was due to the antithesis to Coty’s prototype but probably also due to a desire to differentiate from previous fruity exempla, such as Mitsouko. Roudnitska continued to produce scents for Rochas: Mouselline (formely Chiffon), Mouche, Moustache and La Rose.

But it was his meeting with Serge Heftler-Louiche, director of parfums Christian Dior that cemented his style and directed him into a lucrative business and artistic collaboration that lasted for decades and it is interesting to juxtapose the chypres he produced for them with Femme. Christian Dior opened shop in 1945 under the insistence of the businessman Marcel Boussac. A new perspective to fashion was brought with his New Look, which took women back to the era of crinolines, in a way, counter-revolutionising what Cadolle and Chanel had accomplished through the use of pliable materials that helped women become the men in their lives in all areas besides the boudoir. Dior envisioned women in more traditional roles, wasp-waisted like some Minoan goddess and with meters of skirt lengths that challenged the rationed days of the war:

"We were emerging from a period of war, uniforms, female soldiers built like boxers. I was drawing female flowers with soft shoulders, full busts, waists as slim as liana and corolla skirts".

Carmel Snow, editor-in-chief of Harper’s Bazaar remarked:

“It's quite a revolution, dear Christian. Your dresses have such a new look”.

The year was 1947 and Dior came out with his first scent, Miss Dior, as homage to his sister. Credited to Paul Vacher, based on a formula suggested by Jean Carles and reorchastrated by Roudnitska in 1992 in extrait de parfum, it is nothing short of a classic and the introduction of a big trend in the coming years: the floral chypre; but with an animalic twist down the line, of which more later on.
But it was in 1949 that Diorama, a fruity chypre perfume, was created by Roudnitska. With it he found a balance between complexity and clear vision that captures several olfactory nuances: spicy, floral, fruity, animalic and all enrobed in a sensual feminine dress. By this time he began simplifying his palette, making stricter formulae, with a mathematical precision that abandonded notes that served merely for the pleasantry of the senses, like heavy sugary ones, to focus on more spiritual endeavours using purer, strictly “olfactory” notes that aimed at the cerebral rather than the carnal; aiming at elevating scent from the instinct of the reptile cortex into the fully developed Homo sapiens membranes. Eau d’Hermès followed in 1951, all spices galore, and Eau Fraîche for Dior in 1953, comissioned and modeled around Coty’s Cordon Vert eau de cologne (in its turn by Chypre) and by Roudnitska’s own words the only true chypre version in the market (this was in 1993).
In 1963 Paul Vacher produced another chypre in the Dior stable: this time a leathery fragrance, Diorling. With it all elements fall into place into a supreme elegance that is as buttery smooth as the fur of an alpaca coat.

Roudnitska’s most successful –commercially certainly! - scent entered the scene in 1966: Eau Sauvage. A chyprish citrus for men with the daring floral note of jasmine through the use of hedione. In this Roudnitska culminated his aesthetic odyssey of the sparseness of composition with an artistic merit that defies criticism. Diorella (1972), with its foot in the fruity tradition of Diorama, was the feminine chypre counterpart to Eau Sauvage, enigmatically relying on very few materials to give a very fresh, very young fragrance and which Roudnitska himself considered one of the best in his career. Dior Dior, a woody floral perfume, issued in 1976, never took off commercially and was destined to be discontinued till now.

Luckily Diorama and Diorling, two of the pre-eminent chypres in the Dior constellation have been re-issued and will be reviewed shortly along with the other Dior chypres.

Related reading on PerfumeShrine: 
The Dior series, fragrance reviews of classic perfumes




Pic of E.Roudnitska courtesy of artetparfum, Dior ad from parfumsdepub. Translations of quotes from the French by Elena Vosnaki