The fashion doyenne, Diane Pernet, launched her inaugural perfume collection at Joyce Gallery, Paris.
Always clad in gothic black sheaths, headpiece and glasses, Diane Pernet is a long-term collaborator of Joyce - and is / has been a fashion journalist, an insider and arguably the pioneer of the now ubiquitous fashion “blogospheres”. It’s her unique vision and style that caught the eye of Celso Fadelli, CEO of Intertrade Group, which then led to the idea of a collaboration and creation of four distinctive fragrances.
Her website “A Shaded View On Fashion” (ASVOF) provides an insightful take on the industry. In 2008, she created the annual fashion film festival “A Shaded View On Fashion Film”, which helps launch the careers of aspiring photographers and videographers. It brings together respectable names such as Nick Knight, Inez van Lamsweerde and Vinoodh Matadin. And now, she’s sharing her perfect “fashion scents” with her followers.
Each of the four one-of-a-kind scents comprises the collection and captures an intimate aspect of Diane Pernet’s persona. The four fragrances are: the woody, “To be Honest”, the oriental “Wanted”, the citrusy “In pursuit of Magic” and the ocean-fresh “Shaded”. The sleek design of the bottle is adorned by one of her iconic symbols: the spider, exclusively created for her by designer Mario Salvucci.
Just before the official launch, Joyce caught up with Pernet at our Paris Gallery where she shared her shaded views on perfume, spiders and fashion:
Why did you decide to navigate into a new territory-perfume?
Perfume is the first and last ingredient of your outfit. Before you even come into sight, it's the first thing people notice about you. And it's in the air after you've left the room too. Perfume lingers. It lets you express an elusive part of yourself that can't be captured by words. So I think perfume is an extremely powerful and important part of anyone's style.
Why did you choose a spider as the motif of the perfume bottle?
Spiders polarize people. Some are fascinated and attracted to them. Others are repulsed and petrified by them. Mario Salvucci is the jeweller who made them and he says that this is how people react to me too. But spiders are also just emblematic of my look since I often wear bejewelled spiders in my hair. The biggest reason for using the spider is because it's a perfect metaphor for what perfumes are often meant to do. Perfumes cast a spell on people and help you lure the right people into your web.
You’ve not only launching one, but four perfumes: “Be Honest”, “In pursuit of Magic”, “Wanted” and “Shaded”. Except for the name “Shaded” for the obvious reason, could you please explain the choice of the other perfume names?
I'm not really inspired by my own style. I'm inspired by my senses. But I am aware that some people are inspired by how I dress. And I'm also aware that most of those people wouldn't dream of dressing like me even though they may be inspired by my style. So I think having a perfume really makes sense for someone like myself. I can share a bit of my style with people without imposing my very particular look on them.
What is fashion to you? What is perfume to you?
Fashion is a moment in time that people use to construct their style. If your outfit is a like a painting, then perfume is like its brush strokes.