Fashion designer Gaurav Gupta 'nose' what smells good - Architectural Digest India

The perfume starts with ginger and absinthe notes, both rare in perfumery.

Couturier Gaurav Gupta isn’t one to play safe. The avant-garde designer is always challenging the status quo, and subverting sartorial conventions. After wowing audiences and the Indian fashion world with his structured gowns, Gupta is on the trail once again. This time, on a scented one, with the launch of his very own perfume, Again.

Fashion designer Gaurav Gupta

The new perfume, ‘Again’, is a collaboration between Gupta and perfumer Jahnvi Lakhota Nandan of of The Perfume Library. The three-year collaborative process—the earliest talks actually began in 2009—took the designer and Nandan on an exploratory trail of fragrance to the forests of Fontainebleau (a town southeast of Paris), Prague and Paris, among other global cities.

The seven-year collaborative process took the designer and Nandan on an exploration of smell to the forest of Fontainebleau, Prague, and Paris

A combination of the familiar and unfamiliar, the duo set about to create a fragrance that no one had, well, smelled before. While brainstorming for the perfume, Gupta thought: “How about a fragrance with fresh green notes that has a touch of sweet, just a hint”. He also gravitated towards wood and absinthe.

The ‘Again’ perfume starts with ginger and absinthe top notes, both rare in perfumery. Its woody notes of vetiver, sandalwood and cedar wood create a warm base supported by a wet earth note that reflects the affection Gupta and Nandan have for forests.

In keeping with the designer’s commitment to sustainability, ‘Again’ is 90% natural.

‘Again’ will retail in India and Paris. It’s launching in Mumbai on November 1.

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