The Parisian style from the inside

Chanel No 5, Dior's J'adore, Thierry Mugler's Angel... the most famous fragrances in the world were created by Parisian fashion houses. Fragrances became part of the lifestyle of the French elite after the Black Death spread fear of water, which was believed to transmit diseases, but pleasant scents repelled them. The aristocrats used such generous amounts of perfume that Versailles earned the nickname "the perfumed court." Most perfumes were produced in the South of France, in Grasse, now known as the perfume capital. Until the 20th century, perfumes were produced by specialized companies like Guerlain, which was once a supplier to the Emperor. Chanel was the first fashion house to commercialize a perfume with the signature of the designer herself. In 1920, Chanel asked Ernest Beaux, the so-called nose (perfume expert), to create "a women's perfume that smells like a woman." It was a true designer fragrance, matching the unique spirit of the brand. Beaux returned with five numbered extracts. Coco chose number five, which contained 80 ingredients, including aldehyde, a synthetic component.

When asked how to name it, Chanel replied: "I am launching my collection on May 5th, the fifth month of the year. Let's keep the number; it will bring good luck." After World War II, every French fashion house launched its own jus (juice) – a term used by professionals for the perfume liquid. In 1947, Christian Dior launched his first collection with the iconic Miss Dior perfume, reflecting the designer's passion for flowers – "A perfume is the final touch on a dress," said the fashion designer.