“The fire is not within the perfume but within me. I want to ignite the smoldering embers of the perfume world, to put the fire back in perfume!” — Serge Lutens, on his fragrance L’Incendiaire¹, the first release in his “luxury” Section d’Or collection

Many creative directors wax rhapsodic (and incoherently) about their perfume lines and themselves. Just this week Roja Dove claimed he introduced OUD to the niche fragrance world in 2011…over a decade after he was beat to the punch by many others (niche, and non-niche). I smiled when I read this bit of hyperbole on the Serge Lutens webpage: “Section d’Or is infinite. Serge Lutens takes infinity to a new level.” Only Lutens can bottle, nay, expand infinity! Read his “writings” if you don’t believe me — read too much, and you’ll want to head beyond infinity yourself for some brain-rest…

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