Wonderland.

MAISON CHRISTIAN DIOR

The brand have enlisted the help of influential tastemakers, including chef and model Isaac Carew.

Isaac Carew for Maison Christian Dior cooking

Parfums Christian Dior

Isaac Carew for Maison Christian Dior cooking
Parfums Christian Dior

Most people can attest to a simple, shared universal experience. That one faint trace of a familiar scent can transport you miles, years, lifetimes away, back to a time, place, memory or even person. Such is the potent power of smell.

Last year, luxury French house Christian Dior launched Maison Christian Dior, “a place where a love of perfume becomes a lifestyle,” celebrating this wonderful ability of fragrances to embellish important life moments and experiences.

To truly bring this concept to life, Dior has now enlisted the help of a trio of influential tastemakers, “Fragrance Lovers” – whose passions or jobs are linked in some way to fragrance – to tell their own stories.

Chef/model Isaac Carew, French singer Josephine De La Baume and fashion director Sarah Harris have all created dreamy snapshots detailing their relationship with smell in short films.

We chatted to the “Fragrance Lovers” to find out more…

Isaac Carew, chef/model

Isaac Carew for Maison Christian Dior stood

Parfums Christian Dior

Isaac Carew for Maison Christian Dior stood
Parfums Christian Dior

Why is smell one of the most important senses for you?
It’s a way of connecting with your surroundings and can evoke so many memories. 

What’s your favourite smell that always instantly brings you back to a memory?
I have so many but a few would be the smell of a professional kitchen brings back so many memories, freshly cut grass reminds me of walking to school while the smell of cigarettes and aftershave reminds me of my father. 

If you could bottle any smell in the world what would it be?
The smell of a sunrise. 

How do you feel about being picked as one of Dior’s “Fragrance Lovers”?
In one word, honoured.

Describe your favourite fragrance from the collection in 5 words.
My favourite fragrance from the collection is Bois D’Argent; classy, bold, inviting, luxurious and obtainable.  

Josephine De La Baume, singer

Josephine De La Baume for Maison Christian Dior
Josephine De La Baume for Maison Christian Dior sitting

Parfums Christian Dior

Josephine De La Baume for Maison Christian Dior
Parfums Christian Dior
Josephine De La Baume for Maison Christian Dior sitting

Why is smell one of the most important senses for you?
Because it’s often attached to a memory. Music and scent are the two things that bring the past back into the present in such a vivid and real way. It allows you to time travel in some way. 

What’s your favourite smell that always instantly brings you back to a memory?
The powder my grandmother use to use and apply about 20 times a day. It’s a comforting smell. 


If you could bottle any smell in the world what would it be?
The skin smell of people I love, it’s different from their perfume and unless they’re right in front of you, you never get to smell it.

How do you feel about being picked as one of Dior’s “Fragrance Lovers”?
I am extremely flattered, as Dior is such an elegant and timeless house and brand, I grew up with the idea of it being somewhat of a « fairytale»;  untouchable in a way. 

Describe your favourite fragrance from the collection in 5 words.
Holy Peony. Fresh, wooden, playful, soft, blossomy. 

Sarah Harris, fashion director

Vogue fashion features director Sarah Harris for Maison Christian Dior
Vogue fashion features director Sarah Harris for Maison Christian Dior with child

Parfums Christian Dior

Vogue fashion features director Sarah Harris for Maison Christian Dior
Parfums Christian Dior
Vogue fashion features director Sarah Harris for Maison Christian Dior with child

Why is smell one of the most important senses for you?
Nothing transports you back to a moment or a memory quite like scent does. It can be so nostalgic.

What’s your favourite smell that always instantly brings you back to a memory?
As soon as I smell freshly cut grass I always think of summer at home as a child.

If you could bottle any smell in the world what would it be?
My daughter Dree, her hair.

How do you feel about being picked as one of Dior’s “Fragrance Lovers”?
So thrilled to have been chosen, and in such great company. It’s been a fun project to work on.

Describe your favourite fragrance from the collection in 5 words.
Gris Dior – It smells just like me.

Maison Christian Dior available now at dior.com

MAISON CHRISTIAN DIOR

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