APOM, familiar but new

APOM, two syllables and four letters already familiar to the Maison’s devotees. With his latest scent, Francis Kurkdjian breathes new life into an emblematic fragrance dating back to the Maison’s founding in 2009. Or rather, to a pair of fragrances – one for women and one for men – designed as two variations on the same theme that have now been merged into one. Not for a particular gender, but for anyone who loves, wears and wants to share it with the world. Because for Francis Kurkdjian, perfume is exactly that: a part of yourself that you leave with others. APOM, a part of me.

“APOM, a part of oneself left to others” - Francis Kurkdjian


The freedom to create

Francis Kurkdjian has always striven to share his craft through authentic, truthful demonstrations. Today, he wants us to understand and experience the slow evolution of his creative process; the intricate complexities that often precede the completion of a fragrance. Just as some painters, sculptors, and writers exercise pentimento – the process of altering an existing work of art – Francis Kurkdjian has revisited his own formulation process, audaciously synthesizing two creative works into one.

“At my Maison, I have the freedom to revisit my own legacy. With the new APOM, I took the best of both: the feminine version’s sunny sensuality and the masculine version’s elegant addictiveness.” - Francis Kurkdjian


A faux-classic signature

An ambery, flowery, fougère fragrance, APOM reveals an immediately familiar signature on the skin. It is more than the heir of its predecessors.

Through its notes, APOM asserts a lineage with modern perfumery’s major classics. But through its architecture, the scent is resolutely anchored to modern times. Luminous top notes, underpinned by neroli’s crystalline radiance, give way to sweet floral core notes. A skillful balance of aromatic, bursting lavender and addictively generous orange blossom is wrapped in vanilla’s warm and delicate sillage. This trail, enhanced by sunny ylang-ylang accents, is prolonged in the comfort of white musks.

An intimate fragrance that embraces the contours of one’s body as well as one’s personality.

“APOM pour femme and APOM pour homme were two perfumes emanating from a single olfactory matrix, the combination of lavender and orange blossom over a sweet amber base.” - Francis Kurkdjian


The luxury of time

Francis Kurkdjian was nostalgic for the advertising films that accompanied perfume releases back in the day. These moving pictures, works of art in and of themselves, showcased perfumers’ craftsmanship while broadening their unique narrative. For APOM, he wished to move away from the short-form videos so commonplace on social media.

In partnership with filmmaker Cyril Teste, who translates the Maison’s invisible creations into the language of images, he dreamed up a five-minute film orchestrated by a bona fide cinematography team under real conditions. A story within a story about the new APOM, by and with Francis Kurkdjian and Cyril Teste.

“I wanted to break with convention. To enjoy the luxury of time” - Francis Kurkdjian