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EN
Balenciaga Steps Into The Archive For New Fragrance Collection
['Edwina Ings-Chambers']
10 Magazine
You can smell it in the air, the scent of an archive looming large.
Because there’s a definite trend towards revisiting the past when it comes to fragrance, a sort of move that marketing speak might call ‘reversing into the future’.
The name, Le Dix, refers to the 10 Avenue George V, the address of the original Balenciaga couture salon, atelier, and perfume boutique in Paris and where the house still holds its couture shows today.
And Le Dix takes on a bigger role: it works as the anchor for a bigger collection of 10 perfumes in total that have all been designed with the idea of pushing fragrant boundaries.
All are housed in refillable glass flacons which have been faithfully reconstructed from the original Le Dix bottle and are housed in packaging which has been given the patina of age.
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