Love for nature
‘If one truly loves nature, one finds beauty everywhere’ Vincent van Gogh to his brother Theo. London, 30th April, 1874
Floral Street is a modern independent fragrance brand with sustainability and eco- responsibility at its heart. Van Gogh's passion for the natural world inspired this ‘clean’ fragrance as the Van Gogh Museum and Floral Street come together in the love of nature.
‘I’m honoured that Floral Street has been chosen as the first fragrance partner of the Van Gogh Museum. Vincent van Gogh’s citation “If one truly loves nature, one finds beauty everywhere” is what inspired me to create this sustainable scent that celebrates and respects the environment. Through this collaboration, we are able to tell our story in a new way, in which the beauty of art and fragrance meet.’
Michelle Feeney, founder, Floral Street
The beauty of Southern France
This vegan and cruelty free fragrance was created by master perfumer Jérôme Epinette, known for his mastery of sustainable natural raw materials which are traceable from source to scent.
‘The idea was to capture the vibrance and beauty of the South of France, while also somehow painting the passage of day. I started with an impactful top where a burst of morning sun comes alive in the citrus and fruits, while the heart brings the heat of the afternoon with a rich and colourful floralcy. The back then carries us into early evening with a poppy sweetness and a touch of unexpected warmth that makes it fun, yet truly luxurious.’
Jérȏme Epinette, Robertet
- Natural bergamot from Calabria, Italy, provides a fresh, peppery herbaceous scent that is lightly sweet and brings a unique sparkle to this citrus composition.
- Fresh and sweet, mandarin, brings a bright, summery hue to the fragrance.
- Warm honey accord – a nature identical, vegan synthetic blend created to mimic the sweet, ambery aroma of fresh honey, adds a burst of happiness to the scent.
- Bellini accord - a fantasy note that brings an effervescent 'pop' to the perfume.
Vibrant to wilting yellow-tipped florals is the scene created from the brush of Vincent van Gogh, when he painted his Sunflowers, (1889) masterpiece during a period of excited optimism whilst staying in Arles, in the south of France. Created with three shades of yellow – they were an emblem of happiness and held a special significance for Van Gogh.
They communicated ‘gratitude’ – a pertinent sentiment as sunflowers are a symbol of devotion and loyalty. It was this timeless masterwork of the permanent collection of the Van Gogh Museum in Amsterdam that provided the inspiration for the new Sunflower Pop fragrance.
‘Through our collaboration we have captured the bright, vibrant shades of gold and yellow of Van Gogh’s iconic Sunflowers in a unique and sustainable scent, creating a fresh and different way to experience the art of Van Gogh.’
Emilie Gordenker, General Director, Van Gogh Museum
The new Floral Street x Van Gogh Museum Sunflower Pop fragrance is now available on www.floralstreet.com, and in the Van Gogh Museum shop in Amsterdam. From August 1st, the fragrance is also available at Sephora US followed by other selected global retailers.
Sunflower Pop Eau de Parfum Collection (r.r.p.):
10 ml: £ 24.00 / € 22.00 / $ 30
50 ml: £ 60.00 / € 62.00 / $ 78
100 ml: £ 98.00 / € 100.00 / $ 129