Ormonde Jayne launches new La Route de la Soie fragrance collection in Seoul’s Lotte Main
LONDON-based perfume house Ormonde Jayne has brought its signature British flair to South Korea with a brand-new collection launched exclusively at the prestigious Lotte Main department store in Seoul’s Jung-gu district.
Launched at the Les Ateliers des Parfums, the glorious collection of eight botanical fragrances, titled La Route de la Soie, takes inspiration from the fabulous flora and spices found along the Silk Route — each an epic olfactory experience, transporting the wearer to some of the country’s most wondrous locations, from Byzance to Xi’an.
“I have always recognised Korea as being a unique destination in the Far East; it’s not only growing exponentially with an influential market, but it also manages to retain a very individual niche style; the emphasis is innovation and personal taste,” says Linda Pilkington, who founded the cult perfume line in 2000.
“This is really at the heart of Ormonde Jayne’s DNA with our innovative use of rarely used ingredients, so it’s a perfect fit. There has also been this reciprocal love affair between Korean and British cultures for many years, and it’s here to stay.”
Highlights of the heavenly La Route De La Soie collection include Levant, an uplifting bottle of delight, with springlike notes that include peonies, orange blossom, lily of the valley and amber.
by Joshua Hendren
To discover Ormonde Jayne’s new La Route de la Soie collection, please visit here