Vienna Vernose of CR Fashion Book sat down with Founder Daniel Patrick Giles before the exclusive launch of Perfumehead at Violet Grey in Los Angeles.
During their meeting, Vienna and Daniel covered much ground, from the psychology of smell to the nature of the Los Angeles Osmocosm (osmo = smell, cosmo = universe) that inspired the brand’s debut collection.
The notorious West Hollywood hideaway, The Chateau Marmont, was “the anchor for everything in our Los Angeles Osmocosm,” says Giles. “In the most simplified way, I picked my favorite things and favorite places and decided to create these stories and moments around them.”
Like the Chateau, Perfumehead assumes the contradictory beauty of the city as the focal point in its olfactory love letter to Los Angeles. “It’s this contradiction and contrast that I love about the city,” says Giles. “It’s a city steep in history but also very modern. It’s very chic and also super tacky. If there’s beautiful greenery, it’s sometimes really dirty.”
“I see scents very cinematically,” concludes Giles. “Those moments in time informed the ingredients and stories I developed.”
To read the full interview, visit CR Fashion Book.