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The new Perfume Calligraphy by Aramis |
Aramis has unveiled a new fragrance, developed specially for the Arabian consumer, and suitable for use by men and women. Perfume Calligraphy is being launched exclusively at Dubai Duty Free from June to September. Following this initial launch, the official roll-out will begin in Middle East markets, London Heathrow T3 and T5, and selected European doors.
The scent is said to reflect the pairing of two crafts: Arabic Script and modern perfumery. The word perfume is derived from the Latin term per fume, which translates as “through smoke”. In certain cultures the smoke of burning oud/bakhoor is passed among guests as a gesture of hospitality. Like perfumery, the art of calligraphy dates back thousands of years, and is a key element of Islamic art.
The Perfume Calligraphy juice opens on notes of cardamom, lemon and cinnamon, building to a heart of balms and petals. Other ingredients include patchouli, amber, musk and oud.
The fragrance is presented in a glass flacon, adorned with a distinctive logo created by graphic artist Tarek Atrissi. This handcrafted image is modelled on the word Calligraphy, in Arabic, which is composed of two words. Each of the words is crafted in an opposing style: one is modern, more geometric and more typographic; the other is more traditional, organic and calligraphic. This contrast aims to illustrate the unisex fragrance concept, and reflects the approach of “calligraphy” to interpret traditions with a contemporary twist, according to the brand.
Perfume Calligraphy by Aramis is available as a 100 ml edt.
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