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 โ premium perfumers behind Aventus and Green Irish Tweed โ 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 โQueen of Silkโ eau de parfum, the renowned Anglo-French perfumer will be putting together a museum-inspired space that invites AUSFW attendees to uncover its vaunted โhistory, craftsmanship, and tailoring heritageโ.
That last pillar might actually sound familiar if youโre 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 โ under the leadership of third-generation owner Henry Creed โ to Paris in 1854.
RELATED: The 22 Best Winter Fragrances & Perfumes For Men In 2024
Considering the attendant AUSFW setting, itโs 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 โhistorical sketchbooksโ elucidating Creedโs 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 brandโs 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 youโre keen on experiencing a ticketed event, tickets for the AUSFW โFragrance Masterclassโ (also presented by the brand) are available online.
