A fanfare is a short ceremonial tune to introduce something important. Under the “artistic residency” of Christopher Chong, Thameen London is proud to announce the release of the first fragrance of The Britologne Collection, titled FANFARE. Reimagined as Cologne Elixir with more faceted nuances layering over the classical structure of cologne, it evokes memorable sillage and seductive longevity.

Fanfare is inspired by the Flower Market in Covent Garden, which has been immortalised by film and musical representations, and most recently upcycled into a functional annex for entertainment. Chong explains, “I love the lineage of how George Bernard Shaw’s Pygmalion has been regarded as a timeless masterpiece interpreted into a different medium. It has been an amazing opportunity to have the chance to contribute to this evolution with an olfactive representation by collaborating with French perfumer Bruno Jovanovic.”

Jovanovic works beyond the nature of ingredients. He has a rare talent of being able to philosophize cultures with a touch of humour: “I want to create something as complex as the protagonist in the musical who is sensual, elegant, and aristocratic, but also bold, playful, and unique – all at the same time. I conceive this fragrance’s opening with a sophisticated smell of an afternoon spent sipping citrus tea in a flower market progressing to a fresh and decadent glass of vermouth after a few hours when the traditional cologne accord fades.” Jovanovic layers the studious frame with a flirtatious tease, “This fragrance is a classic at first smell, but reveals something deeply decadent with daring facets, just like the British aristocracy from the Edwardian period in the early 20th century. For this purpose, I’ve chosen an opening with a beguiling watery floral and citrus accord, which slowly becomes darker as the structure evolves and becomes more and more daring with the vermouth accord. Finally, the noble woods bring this dark depth to the structure of the fragrance.”

Fanfare is a melodic fantasy with a touch of impertinence exuding the spirit of contemporary British aesthetic. For Jovanovic, “It’s a luxury to be able to work with beautiful raw ingredients in order to create an easily understandable and powerful fragrance, playing on this idea that as perfumers we use “notes,” just like in music. I’ve composed my fragrance as a music partition where every note has its own voice and role in the symphony of the final fragrance, which is not afraid to be loud.” For Chong, “Fanfare is more than being round and conventionally beautiful. It smells genderful by being inclusive of all genders and identities, which gives the fragrance an air of nonchalant olfactive anarchy.”

Fanfare is presented in Thameen London’s signature bottle in clear frosted glass with a magnetic silver cap.

Olfactory Notes

Style – Cologne Elixir
Fragrance Families – Citrus, Floral, Woody
Top – Bergamot, Lemon, Neroli, Flower Market Accord Heart – Rosemary, Vermouth, Juniper Berry
Base – Musk, Patchouli, Vetiver

Fanfare 100ml UK £250 AED 1,060 US $295
Thameen fragrances are available at Selfridges, Harrods, Fortnum & Mason, Liberty London, and here