スキャパレリのインスタグラム(schiaparelli) - 7月11日 19時11分

1934, Three S Perfume Collection.

With her first perfume collection, Schiaparelli initiated the concept of a “fragrance dress code”. The three perfumes on offer, Schiap, Soucis and Salut, all beginning with S, were distinct scents meant to be “worn” according to the different moods of the day and night. They were to be worn and changed according to ones feelings and own experiences of daily life, just as one does with clothing. The choice of a trapeze shaped bottle, designed by Jean-Michel Frank, completed the cutting-edge collection.

The perfume range was introduced at the time as « The three spirits of the modern woman. A trio of perfumes chosen and created by Schiaparelli » // « Trois états d’âmes de la femme moderne. Un trio de parfums choisis et créés par Schiaparelli ».
The Schiap scent was for a day spent outdoors, Soucis reserved for cocktail hour, and Salut the last touch for evening. The three fragrances were like companions to the Schiaparelli clothing lines “Pour le Sport”, “Pour la Ville” et “Pour le Soir”.
The very first advertisement for the perfume line, a black and white picture of butterflies flying around the bottle of Salut (Vogue, December 1934), was then followed by the colourful illustration of Marcel Vertes, the artist with whom Schiaparelli would collaborate over the next several years for her fragrance and cosmetics launches.
The best-selling fragrance was Salut, which captured the heart and soul of Zelda Fitzgerald, who wrote a letter to her husband Francis Scott in the midst of her breakdown in February 1938 begging him to find more Salut by Schiaparelli: "Amazingly adequate and so sensorial gratifying... I wanted more of it... violets, lilies, and pink beauty". Vogue Paris also professed its love for the scent in a 1939 review: “Salut”, a fragrance deliciously fresh in the summer, but also unexpectedly intense and penetrating for winter, when in contact with fur”.

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