SOOUD – JAMIL SELFRIDGES WORLDWIDE EXCLUSIVE
SOOUD CELEBRATES THE LAUNCH OF JAMIL – WORLDWIDE EXCLUSIVE TO SELFRIDGES
Installation on G. 14th – 20th July
Much more than a collection of fragrances, soOud is a concept, an idea that grows out of a contemporary cultural reflection. Precious essences, welcome you into the world of the Orient transforming perfume into an accessary of luxury.
soOud launched in the UK at Selfridges in October 2010, now six years on, the brand has become one of the most sought after brands in the perfume world.
In occasion of the launch of Jamil, soOud installs a sensory exploration that plays on the brand’s refined colour palatte and iconic cap. The iconic cap, half cut, recalls the sloping points of modern buildings in the Middle East. Visitors will be able to explore not just Jamil but the entire collection in a setting that provides a masterful blend of traditional and contemporary.
Available for the first time in a 100ml flacon which shades from mirrored and semi-transparent silver to shiny black. The flacon is contained in a case that elegantly protects it like a small book, extolling its refined beauty. Silvered reflections give glimpses of the precious juice, Jamil, which means “lovely” in Arabic, takes its name from the Arabic poet Ma’mar, born around 660 and leading exponent of udhrita love poetry.
Jamil’s overwhelming passion for Buthayna, an eternal and unhappy love, would lead him to transform his own life into a sort of sentimental romance: courtship, abandonment, desperate farewells and returns, suffering and nobility of spirit, against the background of warm, golden Arabian landscapes. “For Jamil, love is the whole of life, and sung with an infinite variety of tones.”
Top Notes: Pink Pepper, Wild Red fruits, Green Apple, Clove
Heart Notes: Rose of May, Rose Essence and Superessence, Cistus, Opoponax, Orris
Base Notes: Patchouli, Vetyver, Musk, Amber Accord, Cashmere Wood