Floral Street is the new UK-based niche line of Michelle Feeney. They debut with eight youth-oriented fragrances developed by perfumer Jérôme Epinette. Per Ms. Feeney,
I realized there was this massive gap between Lush and Jo Malone, and I wanted to offer fine fragrance at an affordable price, in a different way, to a younger customer.
Black Lotus ~ "The sweet honey of centifolia rose veiled over red peppercorn and saffron. Floral Street’s Black Lotus Eau De Parfum is single-handedly redefining the notion of floral fragrance. Imagine the classic English rose dressed in a black leather jacket."
Chypre Sublime ~ "We’ve never smelt a flower we didn’t like. And Floral Street have loaded almost all of them into its Chypre Sublime Eau De Parfum with purified damask rose, violets, patchouli and geranium. This is a truly romantic fragrance for musicians, painters and poets."
Iris Goddess ~ "Floral Street’s Iris Goddess Eau De Parfum is an explosion of powdery petals colliding with ripe red fruits. Black vanilla, warm musks and earthy carrot seed brings depth. While lemon zest and red chilli pepper add a jolt of life for an otherworldly and seriously mystical fragrance."
London Poppy ~ "A love letter to London: a city as tough as ever-lasting poppies. A city that shines and a scent that beams bright light. Floral Street’s London Poppy Eau De Parfum is the ultimate urban mood lifter. With notes of jasmine sambac, apricot blossom and sunflower, a jolt of Sicilian lemon and Florida orange brings the zing."
Neon Rose ~ "Imagine freshly-chopped jasmine and roses draped around your neck. And yet, no roses were harmed in the making Floral Street’s Neon Rose Eau De Parfum – these buds were cooked up in the house’s lab for extra punch. With notes of bergamot and apple blossom, this showpiece fragrance is super clean and super floral."
Wild Vanilla Orchid ~ "It’s vanilla, but not as you know it. Floral Street’s Wild Vanilla Orchid Eau De Parfum is a raw confection of creamy vanilla beans, blossom, cassis, and citrus, dressed in just-plucked jasmine. Offsetting the just-baked sweetness; bamboo and sandalwood linger underneath."
Wonderland Peony ~ "We don’t like to play favourites, but we kind of have a thing for peonies. And Floral Street’s sweet floral Wonderland Peony Eau De Parfum is stuffed full of them. Along with notes of raspberry flower and violet, a shot of cedarwood lends a woody-balsamic warmth for a fragrance that is sophisticated, not soft."
Ylang-Ylang Espresso ~ "For the rebels, the thinkers and the leaders: Floral Street’s Ylang-Ylang Espresso Eau De Parfum is a powerful fragrance with its own electric current. This strikingly modern blend is infused with notes of red rose, ylang ylang and jasmine crossed with coffee, cream and pepper."
The Floral Street perfumes are available now at Harvey Nichols in the UK, £55 for 50 ml Eau de Parfum. Additional sizes, including 10 ml purse sprays, are expected to follow.
(first quote via wwd, additional quotes via harveynichols)