The story of Van Cleef & Arpels like a beautiful love story, that of Estelle Arpels and Alfred Van Cleef. They married in 1895. Both have in common the love of precious stones. In 1906, they partnered with Estelle’s brother and founded the Van Cleef & Arpels brand. They will open their first store on the legendary Place Vendôme. Their success and their know-how are incomparable and Van Cleef & Arpels will mark the whole world with its creations. In 2016, the brand unveiled “So First” , a revisit of the famous “First” fragrance.
The anniversary of Van Cleef & Arpels’ first perfume
“First” was not only the brand’s first fragrance, but it was also the first fragrance from a jewelry house. Thought like a jewel, “First” (in English, Premier), is the indelible link between jewelry and perfume. Love for women, luxury and beauty thus inspired Van Cleef & Arpels for their first fragrance, which was undoubtedly a success. The jewelry house wanted to celebrate its first fragrance, released in 1976 by revisiting it, and by presenting “So First” in 2016. The latter is defined as a sensual ultra feminine juice, that we could wear around the neck as we wear a necklace of the brand, with class. “So First” symbolizes the woman in all that she has more feminine, with sensuality and elegance. About him, Jacques Arpels said “To the eternal adornment, we have associated the most fleeting adornment… ”. “So First” isquite simply the soul of “First” reinterpreted in a fragrance borrowing grace and modernity.
The ultra feminine notes of So First
To represent the 40 years of “First”, the Van Cleef & Arpels house has chosen the very famous Nathalie Lorson. She thus imagined a fragrance that is at the same time soft, sensual, fresh and ultra feminine. “So First” takes off on the fresh notes of bergamot. This is quickly joined by the elegance of the magnolia. The heart of “So First” is floral and feminine, as it combines frangipani flower, jasmine and freesia. Finally, the base will leave a delicately sensual trail with the presence of Bourbon vanilla and sandalwood. As for the bottle, it has of course been worked like a piece of jewelry. If he takes the main codes of his elder, he added his touch of modernity. Its shape is elongated and its curves are more voluptuous. The purity and transparency of its glass suggest a pale pink nectar, very feminine. Airy and luminous, the bottle is part of the undeniable know-how of the Van Cleef & Arpels house.
“So First” was designed to celebrate 40 years of “First”, the first fragrance from Van Cleef & Arpels . Ultra feminine, “So First” represents sensual, delicate and elegant women. Its composition and its bottle have also pushed femininity to its climax.