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British Family Perfumers Since 1730

A Fine Fragrance: 71/72 by Floris London for Turnbull & Asser

May 25, 2016

dboutique

Scent has the innate ability to instantly transport you to another time and place. One whiff of a musty corridor and you're suddenly back in your childhood classroom; a stranger's perfume caught in a split-second can bring someone from your past to the forefront of your mind.

As the world's oldest independent family-owned perfumer, Floris understands the emotive power of scent better than most. Founded in 1730 and still family-operated nearly 300 years later, it started life selling perfume and shaving goods from its boutique on 89 Jermyn Street, where the flagship still stands to this day. Floris fragrances have, over the course of the company's long history, been favoured by the likes of Beau Brummell, Marilyn Monroe and, famously, HM Queen Elizabeth II.

Floris-Store.0000713F.0000000Even in his wildest dreams, founder Juan Famenias Floris could never have imagined that his company would still be thriving some nine generations down the line. The success of Floris essentially lies in its commitment to, and celebration of, its heritage. Many of the fragrances are designed to evoke the stories and history of the Floris family, with every scent created in-house using traditional techniques and personally approved by director Edward Bodenham.

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Heritage forms the backbone of a new collaboration between Floris and Turnbull & Asser. Both firms have regal connections – Floris received their first royal warrant in 1820 and garnered almost 20 more over the years, with two remaining today from Queen Elizabeth II and HRH Prince of Wales; Turnbull & Asser received their royal warrant from HRH Prince of Wales in 1980. They also share a similar clientele – T&A’s affinity with James Bond dates back to <i>Dr. No</i> while Floris’ No.89 fragrance was chosen by Ian Fleming to be 007’s scent of choice. Winston Churchill is another shared customer; fond of the perfumer’s No.127, he also made the Turnbull siren suit one of WWII’s most iconic garments. However, the companies’ most important value in common is arguably their passion for craftsmanship. Together, the two esteemed brands have created a limited-edition new scent, named 71/72 Eau de Parfum in honour of the veteran shirtmaker's Jermyn Street boutique.

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The new fragrance is designed to evoke the experience of stepping inside Turnbull & Asser's flagship store for the first time. This is achieved through a woody base note reminiscent of the store's classic furnishings. Heady orris and oud are balanced with punchy juniper and citrus notes of mandarin and bergamot, which leads into floral jasmine and lavender.

The new scent has been a year in the making and is the result of a collaboration between Turnbull & Asser owner James Fayed and head of design Dean Gomilsek-Cole, along with Mr Bodenham and Floris perfumer Penny Ellis. The teams spent time at both Jermyn Street stores in order to develop the evocative nature of the scent and to figure out how to translate the identity of Turnbull & Asser through it.

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A limited-edition run of 200 bottles will be hand-poured at Floris on Jermyn Street when the fragrance launches on 25th May, and sold at standalone Floris and Turnbull & Asser stores, as well as online. In another nod to the traditional nature of both Houses, each bottle of 71/72 will be personally named, signed and numbered by Ms Ellis as an assurance of quality, creating an item to cherish for years to come.

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71/72 Eau de Parfum is priced at £160 for 100ml. Shop here.

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