Eau Pour Homme
The birth of a fragrance is always a mystery. Imagined over the course of a voyage, it blends in its notes the light of a landscape, the fragrance of a flower or a fruit: a fragrance can make time stand still.
For a fashion designer, fragrance is an added challenge: as with his collections, he has to move beyond mere trends. Just as a garment becomes a symbol of a Maison, a fragrance asserts the permanence of a style and becomes a signature.
This is the case for Eau pour Homme, Giorgio Armani’s first fragrance for men, created in 1984. Like the de-constructed jacket, which has become one of the key pieces in the Armani wardrobe, Eau pour Homme has earned its reputation as a great classic of modern perfumery.
In revealing Eau pour Homme in 1984, Giorgio Armani offered a fragrance perfectly in tune with his creative philosophy. The bottle, with its rounded shoulders and masculine architecture, is the visual embodiment of what it contains. At the heart of the perfume lies a timeless fragrance in a purely Italian, classic style, in which Giorgio Armani has infused a hint of nonchalance, a spontaneous freshness, and warm, calm, virility. The formula was perfectly conceived, winning-over three generations of men as time went by.
True to itself, the Eau pour Homme formula remains completely unchanged. First, the fresh vibration of citrus fruit: bitter orange and lemon, like a first sun-drenched wave, enlivened by peppery coriander notes. Then come spices – nutmeg and cumin – subtly enveloped by lavender and neroli. The freshness becomes richer and denser, before finally being warmed by the woody aroma of cedar and patchouli, a wild spirited accord, persistent yet perfectly tamed.
Skilfully blending light and shade, the brightness of the sun and the mystery of the undergrowth, Eau pour Homme exemplifies the Armani style perfectly.
After almost 30 years, Eau pour Homme has lost nothing of its strong, confident and inimitable character. Now, Giorgio Armani has come up with a new bottle to match its unchanged spirit – like a tailor altering an item of clothing to add a fresh touch of modernity. The curves are sleeker, the lines more sinuous. The shoulders are less rounded and have gained in sharpness. Giorgio Armani’s first scent, Eau Pour Homme embodies its creator’s spirit. Eau pour Homme embodies, through Giorgio Armani’s iconic portrait, the exclusive values that make it stand out: a passion for his work, a unique sense of elegance and an unequalled ability to transcend trends and make a mark on the history of masculinity. Eau pour Homme returns to the heart of its own DNA: constant reinvention and being true to oneself, ideas summed up impeccably by a pose – the focus is on the designer’s hands held up next to his face, – along with a clear declaration by its creator: it’s mine.
“With Eau pour Homme, I wanted to give an olfactory signature to my idea of masculine elegance: strong, serene and luminous.”