Smoky-voiced singer Ella Eyre is the face (and, well, voice) of the latest sparkler in Armani‘s scented jewel-box, as they release Emporio Armani Diamonds Violet. Don’t say we didn’t tell you so (because, we have – repeatedly!) but violet is definitely having a major resurgence in the perfumery world right now. Banish all thoughts of maiden aunts and soapy-tasting sweeties, though, because this little gem is in with the in crowd.
Top notes: Bulgarian rose absolute, lily of the valley & violet composition
Heart notes: lychee, raspberry & passion fruit
Base notes: patchouli, vanilla & praline
At first fresh (think dewy just-bloomed roses rather than the full-on dustiness that can put so many off rose based fragrances) with further sparkle added by the lily of the valley – it’s all about the violets for us (as the name may suggest) and then a full-on plunge into naughty fruitiness and a gourmand base that’s sweet without ever getting sickly, and dries down to a lightly powdered muskiness that kept us going back for more.
Emporio Armani say: ‘Diamonds Violet is both naughty and nice. A delectable, Floriental Fruity-Gourmand, each facet sparkles with delicious seduction. Fusing sweetness with flirtatious fun, roses with the delightful preciousness of pure, violet diamonds.’
Powered by Embed YouTube Video
We were lucky enough to attend the launch of Emporio Armani Diamonds Violet at the ultra-hip hangout of Shoreditch’s Ace Hotel (on the rooftop at sunset, no less – don’t hate us) and got to see the advert in full, with the extra special bonus of Ella singing live. Getting to sniff the perfume itself, we had to agree that Ella was a great choice for their new campaign – she’s undeniably sweet, but with a real sassiness that underpins the immense strength of her voice and personality…
Written by Suzy Nightingale