Precisely because scents are invisible, there is a story behind each beloved fragrance. What memory inspired it? What scene was it worn in? If you enjoy the scent while thinking about the story, it will lead you to "a novel in which you are the main character." Aso Aya, a skilled editor and essayist, will give you advice on such fragrances.
Text by Aya Aso
Photo by Senta Murayama
Photograph by Senta Murayama
[Article published in the July 2025 issue of Kronos Japan]
A fragrance with a story
Having worked in the cosmetics industry for many years, I have a strong feeling that popular and long-loved products always contain "love," "philosophy," and "story." Simply put, love is the passion of the creator. Philosophy is the reason why the product exists today. Story is whether or not there is an episode in the background that moves people's hearts.
The same is true for fragrance. In fact, it is precisely because scent is an invisible entity that it is particularly well-suited to a "story." What occasion was it created in? What occasion is it worn in? Because it does not rely on the visual sense, each individual is free to paint the picture in their mind.
Among these, there are some products that stand out for their storytelling. A prime example is Maison Margiela's "Replica" series. For example, the popular "Lazy Sunday Morning" is accompanied by a photograph of a woman dozing in bed basking in the morning sunlight, which beautifully links to the scent and stimulates the recipient's imagination. There are also fragrances like Penhaligon's "Portrait" series, which are developed with a "story in mind" and new scents (characters) are added every year, making them like serialized novels.
Among these fragrances with such strong narratives, the one I would like to introduce today is Maison Crivelli's new release, Cuir Infleur Rouge Extrait de Parfum. A combination of the sweet and sour taste of bright red raspberries and the supple depth of leather - it's full of surprises, and that's why it's so addictive.
The inspiration for the collection comes from brand founder Thibaut Crivelli's memory of "drinking a raspberry cocktail at an electronic music festival." The flying laser beams and fluorescent neon lights, the sleazy atmosphere of a basement, and the madly sweet, refined, chaotic night... Seriously! It certainly smells like that! All of Crivelli's creations are born from his own experiences, such as "sipping hibiscus tea in a jewelry market" and "tasting a chilled absinthe while watching the Northern Lights in Scandinavia." While a Westerner, he has lived in many countries, including China, since childhood, and his unique sensibility is imbued with the many layers of different cultures he has experienced.
Close your eyes for a moment, recall Mr. Crivelli's memories, and enjoy the scent as if checking the answer. A fragrance with a story will transport you to the novel in which you are the protagonist, elevating your outfit.
Author Profile
Aya Aso
Beauty editor/essayist and copywriter. Raised in Tokyo. Over 30 years of experience in the beauty section of women's magazines, she has served as deputy editor-in-chief of "25ans" and "Fujingaho" (both published by Hearst Fujingaho) and "VOGUE JAPAN" (Condé Nast Japan), as well as editor-in-chief of "etRouge" (Nikkei BP). Her hobbies include beauty, finding delicious food, watching depressing anime, and engaging in other niche activities.
