Fashion month: the art of scenting a catwalk show

Hours before a fashion show even begins, the hair and make-up pros are busy backstage setting up their stations with the most coveted products, prepping the models and creating masterful beauty trends for the coming season. Designers are seen making last minute adjustments to their prized collection before it’s strutted down the catwalk and photographers are busy capturing all those golden moments of the pre-show action.

But there’s one thing we don’t see: the smell. Some of the biggest names in the fashion business adorn their show spaces with scented candles and home fragrances, in a bid to help bring their fashion fantasies to life.

The scented runway is all part of the experience, allowing designers to communicate an olfactive story alongside their collection and give their catwalk a certain kind of ambiance.

While the majority of our attention is devoted to the new trends that spring/summer 2015 has in store, fashion week can also tell us what the scent of the coming season might be.

The Paris shows may not be over quite yet, but here are a few of our favourites from the shows so far…


Diptyque Figuier Verte Candle, £55
Buy it at: Diptyque

Victoria Beckham‘s scent of choice for her spring/summer 2015 show was the fruity aroma of Diptyque‘s classic Figuier. The warming yet fresh blend of fig wood, leaves and sap floated in the air as the girls walked down the catwalk.

Penhaligon’s Samarkand Classic Candle, £32
Buy it at: Penhaligon’s

Once again, Penhaligon‘s was chosen by the British Fashion Council to scent the main tents for the spring/summer 2015 shows. The aroma of choice? The exotic ambrée combination of sweet flowers, spices and woods that is distilled from their Samarkand Candle.

 Jo Malone London Peony & Blush Suede Candle, £40
Buy it at: Jo Malone London

Jo Malone London has been the ultimate go-to brand for many a designer over the years – and this season was no different. At Roksanda Ilinic, a trio of aromas was used to create a unique, customised olfactive experience. The rich and elegant fragrance of Pomegranate Noir Diffusers worked alongside a floral bouquet of Peony & Blush Suede Candles – both of which were beautifully complimented by the addition of Lime, Basil & Mandarian Home Candles and Diffusers. Bravo Roksanda: what a great ‘custom’ blend you made!

Written by Alice Jones

Photo credits: Victoria Beckham Instagram, Starworks Group Instagram

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