The House of Creed unveiled in London by Belinda Morris.
These days we have a proliferation of niche fragrance houses in the UK – such an abundance that we could almost call ourselves France. But it wasn’t always the case; until fairly recently we had to content ourselves with a just small handful of exclusive names to supplement the glut of global brands. And if we wanted something more, something different, something ineffably chic… well, we had to nip over to Paris.
Interestingly – and ironically – one of the names that we invariably sought out on our trips to the French capital, is, in fact, English in origin. The House of Creed was founded in London in 1760, but in 1854 it decamped to Paris under the patronage of Empress Eugenie. Having been a supplier to Queen Victoria’s household, it now found itself a favourite in the major courts of Europe.
And now? Well, while still based in Paris, Creed has come back to its London roots. With its reputation for quality, hand-blended, luxurious fragrances continuing unchecked, the House has opened a boutique in Mayfair’s discreetly fashionable Mount Street. Now, UK aficionados whose Creed habit was confined to a rather curtailed choice in a few select stores, can positively wallow in this new scented haven. At 99 Mount Street the entire Creed cornucopia is laid out (temptingly) before them.
And no doubt shoppers, idling between Pringle and Parmigiani, Marc Jacobs and Mackintosh, Gripoix and Georg Jenson, will be lured in by the extravagant, floor-to-ceiling window of the Can Onaner-designed boutique. The opulent, yet airy geometry of the interior, with its polished brass, mirrored ceiling and white marble floor provides the perfect backdrop to the seemingly endless array of iconic Creed bottles.
They will be able to try out the most recent introduction – the aptly named Royal Mayfair, which celebrates the House’s London boutique. It also honours the Duke of Windsor; the fragrance was created by fourth generation perfumer Henry Creed lll, who wanted Royal Mayfair to mirror the sartorial icon’s renowned and distinguished style.
Today, almost 80 years after the original commission, the fragrance is as modern now as it was then – a fresh green scent opening with hints of British gin, Jamaican lime and a touch of Scottish Highland pine. The middle notes revolve around Duke of Windsor roses and the base dries down to orange, cedar and eucalyptus.
Royal Windsor: £175 (75ml).