China’s premier luxury brand Shanghai Tang is adding an evocative new dimension to its luxury offer: the Silk Road Fragrance Collection conjures up the spirit of adventure through a sensory journey from East to West – reflecting the essence of the brand which fuses Chinese with Western fashion.
The fragrance’s starting point was the fabled Silk Road, created during the Han Dynasty (206 BC-220 AD). This 4,000-mile network gave ancient merchants, pilgrims and soldiers a direct passage from China through India and beyond, to the Mediterranean and throughout Europe. Precious jewels and spices, jade and ivory treasures were transported, but it was famed for the exquisite Chinese silk which delighted wealthy Westerners.
THE PHOTOGRAPHER AND SUPERMODEL
East truly meets West in the glorious advertising campaign that launches the collection. Bringing together celebrated fashion photographer Mario Testino and Chinese supermodel Du Juan (pictured above) as the face of the new fragrance collection, the sensual campaign perfectly captures the personality and identity of the scents.
Du Juan exudes an aura of Eastern mystery under through the lens of the master photographer. “You can really feel his passion when you work with him,” she says. “He’s incredibly creative and original: a truly amazing photographer.”
Tapping into the ethos of old and the new of Shanghai, Mario Testino captures the energy of the city through his own western vision. “When I think ofShanghai past, I think of a faraway place, something that feels like a dream; on the other hand, today’sShanghai represents modernity and hope.” Testino transfers this tension to his photography – and the fragrances. “This perfume has real depth as it mixes the traditional with the modern,” he says.
Shanghai Tang Chairman Raphael Le Masne de Chermont is delighted to unveil the campaign, and calls the collaboration betweenMario Testino and Du Juan the perfect union of East and West. “The Silk Road is known as a network of trade and cultural transmission routes which connects the West and the East,” he says. “The Shanghai Tang fragrances embody the lifestyle of this fabled cross-continental journey. AndMario Testino and Du Juan are the ideal choices to communicate our vision.”
Esteemed master parfumier, Carlos Benaim is the winner of the prestigious American Society for Perfumers Lifetime Achievement Award for his contribution to the world of fragrance. He has created signature scents for such legendary fashion houses as Armani,Carolina Herrera, Prada and Maison Martin Margiela.
Drawing on his personal travels in China, Benaim designed the collection to pay tribute to the grandeur of Chinese culture through a suite of eight multi-layered, unique scents – five for women and three for men. Each highlights one or two exceptional ingredients that evoke the romance of the ancient caravans carrying Chinese treasures along the Silk Road to the western world.
Handcrafted using 100% natural ingredients, the collection embodies a genuine respect for the ancient craft of perfumery – and mirrors the pillars of the Shanghai Tang brand: luxurious quality and superb craftmanship.
A celebration of attention to detail, exquisite handcrafting and luxurious materials, each fragrance is housed in precious bottle that prominently features the SHOU. This Chinese symbol of longevity is cited as one of the Five Blessings: longevity, wealth, health, love and virtue.
The women’s bottle features the SHOU symbol meticulously engraved in enamel and gold leaf on the cap, serving as centerpiece of the design that forms the pattern of the lucky number 8. The tall and statuesque men’s bottle features clean beautiful lines and glass cap handcrafted by skilled artisan, also featuring the SHOU symbol in a solid metallic piece.
Each bottle is a luxurious signature piece of art, and a special customized engraving service ensures that no two will ever be the same.