Rumeur

She would learn to make them from the age of 16. Then, she began her activity in two rooms under the rooftops of Paris and finally set up her shop in 1889, on Rue du Faubourg St Honoré, in Paris. The house of Lanvin was born… Lanvin represents elegance and refinement. After great olfactory successes, Lanvin presented Rumeur in 2006. The latter is nothing other than a revisiting of the perfume of the same name dating from 1934.

When the rumor rises from its ashes

In 1934, Jeanne Lanvin unveiled Rumeur, an ultra sensual feminine perfume. Composed of black vanilla, civet, white flowers and a leather-tobacco accord, Rumeur is the very essence of a femme fatale. Unfortunately, the trend was toward economic crisis and political scandals. In that context, Rumeur held up poorly, perhaps also because of its name, which surely summed up the French state of mind at the time. Having fallen into disuse, Rumeur stopped being sold in 1971. In 2006, Alber Elbaz, artistic director of the house of Lanvin, wished to write a new story, a new rumor. This one is a floral concentrate that is not without echoing the draped fabrics so dear to Alber Elbaz.

The concentrate of Rumeur's floral bouquet

Rumeur is a unique fragrance, born from the renowned perfumer Francis Kurkdijian and captured in a bottle signed by Alber Elbaz. Rumeur expresses the delicate rustle of a moving drape, the mysterious pleating of a silk dress or even the oxygen released by a tulle dress… Rumeur is the new halo of feminine seduction. The opening of Rumeur is vibrant, imbued with magnolia flowers. These have been worked as if they had been picked at dawn. Fresh, vibrant and faceted like the flesh of a juicy fruit, magnolia is paired with aldehydic notes bringing another dimension of freshness. The heart of Rumeur is intoxicating, composed of an enormous bouquet of white flowers, namely sambac jasmine, white rose and mock orange, an ultra sophisticated flower that draws at once on the secret of orange blossom and that of lily of the valley. The base is sensual and enveloping thanks to the presence of a clean, fresh patchouli note, paired with the softness of musks and the sensuality of ambroxan. Alber Elbaz took care to delicately imagine every detail of the bottle. It offers a typically feminine curve, dressed in soft, sensual lines. At the top, a metal ring with a pendulum-like movement, reminiscent of a bottle of yesteryear, wrapped in a fragment of black and gold taffeta stitching bearing the Lanvin signature.

Rumeur leaves its mark wherever it settles. Elusive, it never reveals its secrets… Alber Elbaz wanted to give this beautiful rumor a story once again, and thus created a new one, more floral, more feminine. A small jewel that resembles draped fabric…