Untitled - SOPHIE CARRÉE presse+communication

WATER, SKY, EARTH
A NEW CROSSING
OF THE ELEMENTS
TERRE D'HERMÈS EAU TRÈS FRAÎCHE
In the beginning was the Earth, elementary.
A man,
feet planted,
bends to grasp a handful of earth.
He feels its weight, its texture.
He explores it, assesses its stony roughness, its harsh richness.
Then, with a confident, sweeping movement, he throws it into the air.
An alliance is forged;
earth and air, artisan and poet, man and the heavens.
Like a Pagan ritual of thanks to Mother Earth
he celebrates the very material of his life,
the unfailing nature of the elements,
always in our grasp, colouring our imagination.
Original metamorphosis.
Alchemy.
Endlessly transformable.
Beyond the earth, deeper down,
what is there?
Water. Life.
A new alchemy of the elements
which allows creation afresh.
Water surges up from the earth's core,
quenches its thirst, and makes it fertile.
Its accord of aldehydes smells like ice, glaciers,
cold, and immaculate nature.
There is even the unexpected acidity of bitter orange,
a new freshness which mingles with the warming
tutelary strength of woods deep rooted.
Terre d'Hermès Eau très fraîche is a dot above an i.
The line is the man on earth, the dot is his spirit.
Inseparable.
Terre d'Hermès Eau très fraîche,
from the Earth springs Water.
A NEW EXPRESSION
HERMÈS PERFUMER
The bottle seems to surge upwards, an ultra-slim shape, a crystalline
stalagmite, like the counterpoint to that first handful of earth.
The story of Hermès begins in 1837 when the saddlery craftsman Thierry
Hermès opened a workshop in Paris, but the olfactory adventure started
properly for Hermès in 1951 with Eau d'Hermès composed by Edmond
Roudnitska. The arrival ten years later of Calèche, the first women's
perfume from Hermès, confirmed this commitment to the perfumer's
art. Since then there has been a succession of creations from the great
names of perfumery, each making a unique auteur's contribution to the
commitment to perfumery at the house of Hermès, both as a craftsman
and as an artist.
An elegant white cap brings a note of surprise, pure and casual,
and which covers the sliding cap of the Terre d'Hermès bottle,
becoming its signature.
Other aspects remain faithful, those discreet details
rediscovered: the inset Hermès saddle tack
and the orange line reflected in the metal shoulders.
In 2004, Jean-Claude Ellena joined the house to become its exclusive
perfumer and create all its fragrances. Never forgetting the vulnerability
of the individual moment he's striving to transcribe, Jean-Claude Ellena
tries to find the “countries behind the air” so dear to Jean Giono*. He
reveals them, enters into them and makes them accessible to us by using
a few strong symbols... because a mystery can sometimes be likened to
a stance or an attitude, whereas the simplicity of a sketch can harbour
unsuspected depths. What captures us, then, is not what encloses, but
what grants access to a hidden, vibratile space which asks only to be
discovered… To this poet, “what is essential is invisible to the eye”.**
Isn't that all the difference between an image and the imaginary?
A step like this illustrates the skills inherent to the house of Hermès which
puts craftsmanship, individuality and a rigorous element of fantasy at the
heart of its endeavours. In the library of Hermès perfumes, each perfume
is a story, each perfume opens a new imaginary world.
The Novel-Perfumes
Like stories filled with characters and events, the Novel-Perfumes expand
time with their lasting presence. They draw their inspiration from the
heritage of Hermès and its universe. Calèche, Équipage, the new Bel Ami
Vétiver and also Eau des Merveilles, Terre d'Hermès, Voyage d'Hermès and
Jour d'Hermès tell a story and invite us to share in the imaginary world of
the house.
The Novella-Perfumes
Shorter tales with a more limited number of characters and events, the
Novella-Perfumes – the Gardens and Colognes – concentrate time around
a single moment. An olfactory stroll in the footsteps of the in-house perfumer, the Gardens establish a new sensory geography inspired by annual
themes at Hermès. The Colognes are generous, figurative expressions of
simple pleasures, and sit perfectly in this register of olfactory snapshots.
Terre d'Hermès Eau très fraîche will be available
from mid-March 2014 in Hermès stores,
authorised perfume retailers and department stores.
Eau de toilette
Natural spray 125 ml > 92 euros
The Poem-Perfumes
Sober and intense as haikus, they reinvent a precious and unusual aspect
of nature, sublimated by the inspired rewriting of a composer always
eager to break new ground. With raw materials named in direct terms to
produce a tenuous sensation and an ineffable impression, Hermessence
is a collection of unique perfumes, intended exclusively for Hermès stores.
* Le Serpent d'étoiles, Jean Giono, éditions Grasset, 1933.
** Le Petit Prince, Antoine de Saint-Exupéry, éditions Gallimard, 1946.
DOWNLOAD
PRESS CONTACTS
We would like to invite you to download
this file along with visuals for the
Terre d'Hermès Eau très fraîche collection
on our FTP site.
International press director
Ina Delcourt
www.hermesparfumeur.com
User name: terre
Password: eau2014
Director of communication Hermès Parfums
Corinne Perez
Press relations Hermès Parfums
Anne de Lalun
anne.delalun@hermes.com +33 (0) 1 49 42 35 75
Graphic design by Rachel Cazadamont (H5) / Photos by Bohman & Sjöstrand
An Éditions Hermès® publication / Printed in Italy par Grafiche dell'Artiere / © Hermès, Paris 2014.