Thameen Bold As Love

Under the “artistic residency” of Christopher Chong, Thameen London announces the release of the latest fragrance from The Britologne Collection, titled Bold As Love, created by Pierre Negrin. Reimagined as Cologne Elixir at 25% concentration with the classical structure of cologne layering over faceted nuances of Eau de Parfum projecting memorable sillage and longevity. The Britologne Collection pays homage to the heritage of fine British perfumery.

In Bold As Love Chong continues the theme of belonging at 23/25 Brook Street to more than two hundred years later to 1967 with another music legend, Jimi Hendrix. Inspired by Hendrix’s sensuality, soulful artistry and complexity of emotions, this fragrance is just as bold and poignant. With a fervent obsession of Handel’s Messiah, Hendrix’s sense of belonging reverberates in the dynamics of classical music in order to bring forward daring and experimental chords and phasing.

In Bold As Love Chong continues the theme of belonging at 23/25 Brook Street to more than two hundred years later to 1967 with another music legend, Jimi Hendrix. Inspired by Hendrix’s sensuality, soulful artistry and complexity of emotions, this fragrance is just as bold and poignant. With a fervent obsession of Handel’s Messiah, Hendrix’s sense of belonging reverberates in the dynamics of classical music in order to bring forward daring and experimental chords and phasing.

For Chong, “I’ve to confess this theme is out of my usual comfort zone with the classical music genre. I feel the need to challenge my approach with subjects forcing me to embrace discomfort and tension. I have worked with Pierre many times in the past, and he’s a true master when it comes to being honest with one’s artistic integrity, even to the extent of being brutal. It’s such a groovy time looking into 1967’s music, culture and aesthetic with Pierre. With all the music and cultural nuances in this creation, the question we pose upon you is, do you dare to love?”

Bold As Love is presented in Thameen London’s signature bottle in clear frosted glass with a magnetic silver cap. The campaign image and sleeve are inspired by 1967’s British pop culture and aesthetic movement.

Available at Selfridges, Harrods, Liberty and www.thameenfragrance.com