Vilhelm Parfumerie

New York's newest fragrance house, Vilhelm Parfumerie, combines elegant modernity with an old-school sensibility. That's no mean feat for a new nose on the block...


London department store Liberty's hottest new launch is Vilhelm Parfumerie – based in New York, bottled in Paris and founded by Swedish ex-model Jan Ahlgren. Despite being a fragrance newcomer, he has got everything about his brand spot on, from the distinctive saffron-yellow packaging to the textured glass flacons designed by Pierre Dinand and, most importantly, the scents.

There are eight fragrances in total, and every one’s a winner. Make a beeline for the stupendous ‘Fleur Burlesque’, a gardenia-and-jasmine explosion of breathtaking old-school femininity, and ‘Room Service’, an unusual fruity bouquet of mandarin nectar, blackberry and pink orchid underpinned by black amber, musk and sandalwood, inspired by the mysterious allure of Swedish siren Greta Garbo. Jazz lovers should take note of 'Smoke Show', a heady combination of agarwood, leather, rose, pink pepper and saffron which evokes the smoky atmosphere of New York's decadent jazz clubs of the Thirties. Named after Ahlgren's grandfather Vilhelm, the unisex collection is 'a tribute to the glamour of that era, expressed in our contemporary aesthetic and olfactory language.' 

The Vilhelm Parfumerie collection, £145 for 100ml. Available in the UK from Liberty