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the scent of a.p.c., coming soon


A.P.C. founder Jean Touitou always has some new project cooking, and so it piqued our interest to discover him huddled with photographer Bruce Weber yesterday afternoon. Were the two planning a follow-up edition to A.P.C.’ s three-part, M&M-designed Fall catalog, which features Weber’s shots of, among others, Stella Tennant and Gia Coppola in the throes of stylish autumn languor? “No, we shoot the new ad campaign tomorrow,” said Touitou. “That’s all.” Indeed, a question about the catalog elicited barely more than a shrug, and an observation that A.P.C. had first cast Stella Tennant in a campaign back when she was 17. Not that he wasn’t chatty—it’s just that Touitou prefers to focus on the future. And A.P.C.’s future, he revealed, now includes a perfume. Unisex, 100 percent natural, and called A.P.C. Sustain, the scent emerged from his accidental encounter with Lisa Eisner’s aromatherapist on a recent trip to L.A. Rebuffed by the lady when he asked if A.P.C. could bottle one of her better-smelling oils, Touitou found himself immersed in a perfume development process rather more intimate than he’d expected. “It was like seeing a psychiatrist,” he explained. “She was making me talk about myself, my memories… Finally, I mention that when I was young and romantic, I used to put dead flowers in my guitar case. That became the brief, as they say. Wood, velvet, jasmine, roses…” A sample of Sustain that Touitou happened to have on hand proved accurate to his description. But what’s with the name? “It’s like the sustain pedal you step on when you play guitar, to make a note last. All the experts hate it, so I’m happy.”

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