Every year at Australian Fashion Week, branded partnerships are an inevitable (and most would likely say necessary) occurrence. Yet for scent hounds, the news that Creed — premium perfumers behind Aventus and Green Irish Tweed — will be running a week-long activation at AFW, on-location at Carriageworks, should definitely prove exciting.
Timed to coincide with the global launch of the new ‘Queen of Silk’ eau de parfum, the renowned Anglo-French perfumer will be putting together a museum-inspired space that invites AUSFW attendees to uncover its vaunted “history, craftsmanship, and tailoring heritage”.
That last pillar might actually sound familiar if you’re a student of fashion. Upon its establishment in 1760, the House of Creed initially operated as a tailoring firm: renowned for its bespoken clothing and leather gloves. The company operated out of an atelier in Mayfair (London), before relocating — under the leadership of third-generation owner Henry Creed — to Paris in 1854.
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Considering the attendant AUSFW setting, it’s unsurprising that Creed has chosen to tell the story of its centuries-long history using artifacts of fashionable provenance.
Two secure displays will be used to showcase “historical sketchbooks” elucidating Creed’s origins in the craft of scented leather gloves and riding habits. Flanking these showcases, visitors will also be invited to take in the vintage flacons used to bottle the brand’s many signature fragrances (before the arrival of the signature hip flask).
The Creed Perfume Museum is set to run for the duration of Australian Fashion Week, between May 13th and 17th 2024. In the meantime, if you’re keen on experiencing a ticketed event, tickets for the AUSFW ‘Fragrance Masterclass’ (also presented by the brand) are available online.
