Copenhagen Fashion Week, summer 2022.
Creating an olfactive signature for the fashion show of GESTUZ's SS23 collection called HEAT HAZE
A HEAT HAZE to smell, see, and experience.
HEAT HAZE is the eponymous olfactive signature of the GESTUZ SS23 show at Copenhagen Fashion Week. The scent, together with other spatial elements (such as light, sound, textures, and surfaces), produces a specific character and atmosphere, underlining the story of the showcased collection.
Purpose
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Welcoming
Providing over 400 visitors with the olfaction impression of HEAT HAZE before the show.
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Room scent
Scenting the room in which the fashion show is happening to create an atmospheric composition with light, music, and the show.
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Sales scent
Equiping all GESTUZ sales agents with a 10 ml version of the scent, to be used at showrooms and sales meetings across the world.
What it smells like.
The scent itself starts off with the brightness of pink grapefruit. Once peeled away, the notes of fresh florals blossom beyond the perishability of the juiciness. Clean odors of magnolia reveal while HEAT HEAZE lingers in an underlying sweetness.
Its tenacious creaminess comes from notes of vanilla, as well as molecule one, the ultimate synthetic. Molecule one seems to vanish quicker than other notes, but very discreetly resurfaces after some time. The wearer's skin is integral to its volatilizing property and no tests on paper would ever give an accurate perception of its shifting nature.
Press coverage by Vogue Scandinavia
This season we were heat-struck while watching Gestuz's spring/summer 2023 runway show
Gestuz set a precise tone when presenting its spring/summer collection. Evoking LA during the late 90s and early 00s, a 'Heat Haze' (as the collection was so aptly named) settled in the Copenhagen space ahead of the Danish brand’s show. It was almost as if you could smell the sweet scent of sun oil and salty sweat in the air. Well, you almost could, as Gestuz's presentation set out to arouse all senses, creating a special ice cream, soundtrack, and dedicated scent to accompany the collection. According to scent designer Kim Gerlach, the specially designed fragrance contained "clean odours of magnolia and other white florals" with a "tenacious creaminess from notes of vanilla".
The full article by Josefin Forsberg can be found here on Vogue Scandinavia.
Thank you
To Sille, Maria, Elvira, and Zenia for your trust. Thank you, Sanne for the synergy.
Photos by aesthetic mind, Tanya Borodina
Read the personal blog post about the learnings, mistakes and details here.
