Packaged in a smart bottle, this perfume is not to be sniffed, since it doesn’t actually smell of anything.
Weeks in advance of April Fool’s Day, a fragrance-free scent named Choix will go on sale this Friday. The non-perfumed fragrance was the idea of the art production company Dadadandy and is being marketed by Selfridges in London as part of a surrealist-themed event.
The Selfridges store on Oxford Street will have an entire floor turned into an outlet called This Is Not A Shop. Karen Wells, who heads the beauty department at Selfridges, said that the ‘limitless edition’ scent is a piece of art than a functional fragrance.
Karen said,
Choix is a dressing table artwork, a collector’s item that will appeal to lovers of surrealism and objects d’art, and is an affordable way for our customers to buy a piece of Dadadandy’s work.
Famous fashion experts including John Galliano, Viktor and Rolf, Maison Martin Margiela and Moschino will all work in coordination for the window displays for surrealist themed the store.
Choix is part of a specific themed event and it definitely is a reflection of increasing surrealism in the fashion world.
