It’s not just our 10th anniversary fragrance, it’s our first New York fantasy neighborhood too—and a perfumer’s dream come true.
Bond No. 9 Perfumista Avenue
Launch date: September 2013
Perfumes are all about dreams—and about the power of scents to make our dreams come true. At Bond No. 9, the New York-centric perfumery, we the scent-makers had an ongoing dream of our own ever since our business got started in 2003. That dream was of a New York neighborhood where absolutely everyone wore fragrance—executives … professionals … careerists … bon vivants … singles … marrieds … mothers and fathers … shopkeepers … bank tellers … doormen … postmen … taxi drivers … bus drivers … even the pizza delivery guys.
By 2013, as our 10th year rolled in, we decided we couldn’t wait any longer for our dream to come true—in a manner of speaking. So as an anniversary gift to ourselves, we designed an eau de parfum for this fantasy street that was filled to the brim with perfume wearers. We envisioned it not in any particular part of town—instead, it partakes of the best of all of New York: the elegance of the Upper East Side, the culturati atmosphere of the Upper West, the high-voltage energy of Midtown, the bohemian verve of Downtown and the Manhattan-ized parts of Brooklyn, and the lively dynamism of the outer boroughs. This imaginary thoroughfare, which we named Perfumista Avenue, hovers all around town.
While most of our 68 eaux de parfum are gender-non-specific, Perfumista Avenue, arriving on-counter September 15, 2013, was formulated for women—and specifically for a New York breed of woman who is stunning, bold, sexy, fearless, and daring; who knows what she wants, who is passionate, forthright, assured. She looks the part too, dressing with style and pizzazz. But while she may be polished and manicured, she’s a bit insouciant too.
There are many who say that the template for exquisitely beautiful and accomplished women was set in New York. But Perfumista Avenue was made for women everywhere who exhibit a New York state of mind. Super-strong and determined, this is an orientalist, leather-tinged blend that modernizes the breathtakingly fresh, ultra-feminine rose (New York State’s official flower). Here, rose is immediately perceived as a starting point, accompanied by lush and succulent plum. These give way to a series of overtly seductive animal notes: honey and musk, along with musk-like amber, and earthy patchouli. The overall effect is high-grade intoxication.
The Perfumista Avenue bottle is a perfect match for this forthright, spontaneous scent. For starters, its color: a strong, vivid magenta with a shimmering metallic cast. No everyday color, magenta contains a blend of two wavelengths: red, conveying, passion, power, and eroticism; and violet, associated with intuition and psychic powers. Mixed together, they promote optimism, a free spirit, and can-do-ism—even as magenta is also said to enhance dreams. To add to the hypnotic effect, the bottle is laser-etched with an overall patterning of the Bond No. 9 signature token. Hold it up to the light, and you see slivers of transparency and glimpses of the cascading perfume itself.