23.03.07
To smell or not to smell, the CHOIX is yours!
The beauty industry takes a surreal turn as Selfridges’ launches the
perfume with no smell
A £40 fragrance with no fragrance by artists Dadadandy will be sold exclusively in Selfridges from 31st March as part of the Oxford Street store's major project which explores the influence of Surrealism on contemporary art and design through a series of collaborations.
For this non-perfume - called CHOIX - Dadadandy sought inspiration from a painting by G.F. Watts entitled ‘choosing’, which explores Victorian actress, Ellen Terry’s dilemma of choice between a non-scented camellia’s luscious appearance or the far humbler violet which, despite its modest aesthetic, is bursting with aroma.
CHOIX (choice in French) is one of a whole art programme of events with surreal titles created by Simon Moretti and Paul Heber-Percy, the Dadadandy duo, for Selfridges.
Karen Wells, Head of Beauty for Selfridges, says: "I think our customers
will choose CHOIX - whether as a humorous statement or for a bit of non-scentical
fun, I'm not sure."
For further information, products or images, please contact Lucy Gillis
at ZPR on 0773 405 1726 or Zaria Pinchbeck on 0780 283 7975 or email: lucy@z-pr.com.