jkr tailors new luxury fragrance
This month sees the launch of jkr designed Sartorial, a new fragrance from boutique perfumer Penhaligon’s. In keeping with the charismatic eccentricity of the brand, Sartorial captures the smell of a Savile Row tailors shop. The scent was brought to life by renowned perfumer Bertrand Duchaufour inside Norton & Sons at 16 Savile Row, London. Duchaufour found himself captivated by the unique smell of the shop and tailor’s workroom, and as such, Sartorial evokes the masculine scent of sewing machines, needles, wool and cloth – the ultimate bespoke fragrance.
The packaging gives the Pengaligon’s brand (who are renowned for their heritage and history) a clean, elegant and more modern look. “Sartorial is for men of today and Savile Row is very much having a revival among young gents” said Jovan Buac, Senior Account Manager, jkr. “It was a challenging brief. We didn’t want to use any tailoring clichés and the design had to fit with the brand’s other fragrances, some of which have been around for over 140 years.”
“The design takes you on a journey from traditional to contemporary moving through the thread, providing an angular and masculine expression. The materials used provide a lovely depth with flecks and fibres creating the feel of a luxurious suit.” Sarah Harvey, Designer, jkr.
“The story of Savile Row really follows through in this design – we used a Fedrigoni paper stock which is made using cotton fibres, giving the outer box real tactility and authenticity. The use of the signature bow on the bottle ensures it has a Penhaligon’s feel with the sartorial elegance of the flash of colour on the edges of the ribbon.” says Judith Allan, Production Director, jkr.
Sarah Rotheram, CEO of Penhaligon’s, said “As a brand everything we do has to feel timeless, but with that subtle nod of something contemporary. We were delighted that the final product remained a constant thread to the inspiration for the fragrance. The perfume delivers the atmosphere and experience of the tailors and the packaging really brings that story to life”.
And check out the new video for Sartorial below (or click here). It’s by artist Quentin Jones and features the perfumer Bertrand Duchaufour and the owner of Norton & Sons tailors on Savile Row, Patrick Grant.