Ten years after lauching Le Parfum, ELIE SAAB’s iconic perfume inspired by his childhood memories, the Lebanese fashion director decided to pay tribute to the main inspiration of the fragrance, his hometown Beirut.
“My childhood home was surrounded by flowers of orange tree and when the wind blew, even just a little bit, it brought the essence of its notes with him” Mr. ELIE SAAB recalled. A description that recalls images, atmospheres and scents that we find in ELIE SAAB Le Parfum, a sophisticated floral chypre that sees the mixing of orange blossom and jasmine, along with notes of honey of roses and patchouli.
In order to give life to the flower scent of his family house’s Mediterranean garden, ELIE SAAB has relied on master perfumer Francis Kurkdjian, who was able to recreate the femininity, the brightness and the warmth of the creative director’s memories.
Likewise, ELIE SAAB Parfum’s advertising campaign reflects this “hymn to the light”: the protagonist is the international top model Cindy Bruna, who walks in a beautiful golden dress leaving a soft and unforgettable scent behind her, a symbol of the union of light and femininity honoring Beirut.
ELIE SAAB’s love for his city is also shown through the Maison’s decision of supporting the kids of UNICEF Lebanon with a donation. ELIE SAAB Parfum will give a portion of the proceeds from the 2021 anniversary sales to the UNICEF program “Integrated education and welfare for vulnerable girls in Lebanon”, in order to guarantee access to instruction and other fundamental rights to teen girls in trouble.
“During these difficult times and in such a competitive world, we should teach kids to be resilient, to encourage them to make their future brighter” Mr. ELIE SAAB said.
Image: ELIE SAAB Press Office
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