Designers like Chloe, Celine, Jil Sander have proven to be the masters of minimalism on the runway. But does that "less is more" approach work for fragrance, too?
Juliette Has a Gun has taken this streamlined sensibility of fashion and applied it to their newest scent, "Not a Perfume." Containing only one ingredient, the woodsy base note Ambroxan, this product takes the idea of an overwhelmingly definable smell and turns it on its head.
It won't leave you with a trademark scent, but maybe that's a good thing. After all, this ambiguously clean anti-perfume is proof that you don't have to douse yourself in Chanel No. 5. to still smell fresh.