If you’re reading this, I assume you’re either a Kardashian or a fan of theirs. The fashion dynasty’s newest member is here to bring us a big announcement: the release date for the next generation of the Diorsignature fragrance. Let’s take a trip back in time 12 years to learn more about the evolution of this fragrance and the enduring popularity it has enjoyed since launching in 2012.

From The Grapefruit To The Fig Leaf

In 2022, we will enjoy the smell of grapefruit at the end of each meal. It’s a sunny Florida October and the sunny Florida sunshine is bringing us all kinds of beautiful smells. You’re picking up on them, too. Your sinuses are thanking you for showering earlier that day, but your olfactory senses are wishing you’d gone for a jog instead. Grapefruit is one of nature’s most perfect creations and it evokes images of Florida summers and the beautiful beaches where you can lounge in a hammock, feet propped up on a driftwood log, drinking a Pina Colada. Yeah, Pina Colada.

If you didn’t grow up in Florida, it’s unlikely your sense of smell would be strongly associated with the state. But for those of us who did, our childhoods are marked by the smell of citrus. It’s in the water, it’s in the air, and it’s in the groves of orange, lemon, and grapefruit trees that dot the landscape. You don’t have to travel all that far from our shore to find this essential oil. There’s a difference between the smell of freshly squeezed fruit and that of old fruit that’s been sitting on a supermarket shelf for months. It takes more than a little while to permeate the air, so while you’re waiting for your fragrance to make its presence felt, you might as well enjoy the view.

In 2022, Dior will be releasing the next generation of their Diorsignature fragrance, named after the founding designer of the house, Robert Pattinson. If you don’t know who Robert Pattinson is, let me introduce you. He’s a well-known British actor who’s been in some of the most iconic films and series in recent years. Most recently, he’s been appearing in the Harry Potter franchise. He plays the part of Sirius Black, the elder brother of Harry Potter star, Charlie. One of the main events leading up to the release of the next fragrance is the collection of limited-edition posters that Robert Pattinson designed and signed in his own blood. The posters, which were unveiled at London’s Serpentine Gallery, are on sale for £18,000.

The Best Is Yet To Come

Let’s fast forward 12 years later to 2014. We’re now in the middle of a big change, one that will forever alter the fragrance industry as we know it. In that year, the number of people wearing natural perfumes will reach a record high. In fact, the demand for such scents will triple, which will largely be due to the rise of ethical and sustainable perfumers. Why? Because people are waking up and taking a stand against the mistreatment of animals. They want to support businesses that prioritize social justice over profit. In short, they want to smell good without putting themselves in harm’s way.

If you’re unfamiliar, synthetic perfumes are scents that are created artificially through chemical processes. They don’t have to follow the same rules as natural perfumes do. You can’t go from a flower to a fruit to a spice in a synthetic perfume; you have to start from a base note and work your way up. The smell of a flower, for example, is incredibly demanding because a lot of different smells are vying for attention. Plus, many synthetic perfumes are extremely loud. The combination of all these factors makes it extremely difficult to create a pure smell. Add to this the fact that synthetic perfumes are very water-soluble, which makes them vulnerable to damage. The list of problems goes on. It’s no wonder that natural perfumes remain as popular as they are. Well, as popular as they were prior to 2014 when ethical and sustainable alternatives first appeared on the market.

The Birth Of A New Genre

When we think of today’s perfumers, probably the first name that comes to mind is Victoria Beckham. The brand named after the fashion designer’s wife has become somewhat of a genre in its own right. In addition to the Becks, the likes of Gigi Hadid, Stella McCartney, and Rachel Zoe are breaking new ground in the fragrance space. They’re not just influencers, they’re tastemakers. This is largely thanks to their status as fashion icons. With each new dress or handbag they wear, they’re influencing consumer behavior. Inevitably, when they wear a fragrance, others will want to smell it. Or at least, that’s what we’re led to believe. In order to figure out the extent of this influence, let’s take a trip back to the early 2000s. Back then, brands could only dream of reaching the levels of celebrity that these women have today. So what do we do? We create a new breed of celebrity perfumers. It’s thanks to the women listed above that we have today’s most recognizable fragrance brands. If it were not for them, there would be no one to thank but ourselves for creating the celebrity perfumers of today.

In the next few years, we’ll see a lot more women breaking into the field. Why? Well, while men have always been the traditionalists when it comes to fragrance, today’s modern man is much more likely to be in pursuit of a good cocktail, fresh air, or maybe even a wood fire in the great outdoors. It’s a far cry from the smell of a magnolia flower or citrus, isn’t it? If this trend continues, then perhaps it’s time to revisit what is and what is not considered a fragrance. What do you think?