Perfume: Guerlain’s “Sous le Vent” 1933

‘I switch perfumes all the time. If I’ve been wearing one perfume for three months, I force myself to give it up, even if I still feel like wearing it, so whenever I smell it again it will always remind me of those three months. I never go back to wearing it again; it becomes part of my permanent smell collection. Smell really is transporting. Seeing, hearing, touching, tasting are just not as powerful as smelling if you want your whole being to go back for a second to something. Usually I don’t want to, but by having smells stopped up in bottles, I can be in control and can only smell the smells I want to, when I want to, to get the memories I’m in the mood to have. Just for a second. The good thing about a smell-memory is that the feeling of being transported stops the instant you stop smelling, so there are no aftereffects. It’s a neat way to reminisce. I get very excited when I read advertisements for perfume in the fashion magazines that were published in the 30s and 40s. I try to imagine from their names what they smelled like and I go crazy because I want to smell them all so much.’
– Andy Warhol, The Philosophy of Andy Warhol: From A to B and Back Again

souslevent
Print ad, 1936 for Geurlain’s “Sous le Vent” a perfume released in 1933
Sous-Le-Vent-Guerlain

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