A new French brand has just revealed a collection of four new fragrances. APONIE created by Jocelyne Duval, explores new notes for men or for women, which are echoes from one another through seasons, moods and attitude.
We had a chance to interview her son, Marc-Aurèle Jules.
Aponie is all about hyphenated identities and worldwide inspirations. How did you create fragrances right in this crossroad?
Interbreeding is a chance and a richness, it defines us and we care about it. My mother already grew up between Western and African educations, then in the same way, she raised us in this multiculturality, which opened our minds to cultures and traditions from here and there.
The best example of our love for interbreeding remains the name of our perfume “Mulâtresse” because a Mulâtresse, in French, is a daughter born of the union of black and white parents (it was also the nickname given to Jeanne Duval, the muse of the French poet Charles Baudelaire). Our origins from Europe and Arica, and our discoveries of regions in Asia or America brought us other exotic and cosmopolitan inspirations.
Personally, I have been brought up among perfumes. My mother used to soak, very young, our pillows with the Eau de Cologne by Mr Thibeault, then sprayed the filter of the vacuum cleaner in order to fill the house with the Eau de Parfum Panthère by Cartier, and our walks never missed to stop by a perfumery during the weekend or a manufacture as soon as we were travelling. Obviously, when she decided to make her dream come true by creating APONIE, recent graduate of HEC Paris, I chose with no hesitation to to join her into partnership, and so did my sister!
There is a lot of love and humour in your four new fragrances. A collection as a whole, which is very different from other “blockbusters” like Chanel, focusing on “hero” products like N°5….
Indeed, there is a lot of LOVE in our fragrances, the love of perfume firstly, and above all the love of self which is one of the main values of our House. APONIE extols three values that are the love of self, the teaching of happiness and the sublimation of self, which passes by perfume.
In addition to our philosophy of love and happiness, we put a lot of poetry into our fragrances. We realized bold and previously unseen mixes to reach perfumes “that sing the ecstasy of the soul and senses” as Baudelaire said.
We meant to create essences starting from personalities and characters. In this sense, I think our collection must be understood as a whole set but according to his sensitivity, each and everyone will find its own product-hero.
The collection is genderless: how did you operate this fusion?
As I said earlier, our starting point for the creation of each perfume was the personality. Our perfumes carry a non-verbal communication that delivers instantly the message of your personality. The family of our first collection is made up of the proud and fiery woman (Mulâtresse), the elegant and distinguished man (Aryballe), the sparkling and serene woman (Jolanta), and the happy and free man (Sybaris).
Our collection was aiming at two fragrances for men and two for women. Once finished, to our greatest surprise, our perfumes Sybaris and Aryballe, initially designed for men, turned out to be unisex, because they happened to be amazingly worn by women. The perfumes still haven’t given all their secrets to the fusion of genders!
Should perfume do a bit of politics?
The House of APONIE features the richness of interbreeding, the mix of cultures, and the teaching of happiness. If these values talks to you, then we’ll think about it in 2017 using as a programme the Perfumes as a model of unity.
You work with the craftsmen of Grasse ; is it something important to work with the French excellence stakeholders?
This French touch appeared as obvious, with the creation in Grasse, the cradle of perfumes, the manufacture in the Cosmetic Valley, expertise and competitiveness pole, and of course the elegance, the charm and et the character of Paris.
Perfumes and cosmetics are among the best ambassadors of France worldwide. We are proud to be French.