The couture house established by Madame Premet in 1903 began its journey in the world of high fashion with a distinctive vision. Madame Premet's designs were marked by an innovative spirit that would soon influence Parisian fashion. The house made a significant move in 1911 to 8 Place Vendôme, a prestigious address in Paris that underscored its growing reputation and status in the fashion world. The iconic location provided a fitting backdrop for the brand's continued success and prestige.
In 1924, Madame Premet further expanded her influence by introducing a line of fragrances. This extension into perfumery complemented her fashion designs and showcased her ability to create a complete sensory experience. Her fragrances were an extension of her avant-garde approach to style, capturing the same spirit that defined her couture creations.
Madame Premet was particularly renowned for her distinctive "La Garconne" cut hairstyle, a bold departure from the traditional feminine styles of the time. This short, boyish haircut was emblematic of her modern and androgynous approach to fashion. Her dress designs also reflected this ethos, featuring short, simple, and boyish silhouettes that challenged conventional notions of women's fashion. Her contributions to fashion, both in terms of design and fragrance, made a lasting impact on the industry, embodying a unique blend of elegance and rebellion.
The perfumes of Premet:
- 1915 12-34 de Premet
- 1917 Clo-Clo (Presented in a flacon by Cristalleries de Baccarat design #360)
- 1920 La Colonne Vendome
- 1924 Brise Impériale
- 1925 L'Étrange Inconnu (This is the re-branded fragrance 'Clo-Clo')
- 1925 Le Secret de Premet (an aldehydic woody, tobacco floral)
- 1930 Pour un Oui (a fresh floral, dominant jasmine note)
- c1930 Pourpre
- c1930 Silhouette
- c1930 Gardenia
- Tanagra
Chattanooga Daily Times, 1926:
"Then there is the important question of perfume. It is in this detail, perhaps more than in any other, that a woman's taste or absence of taste, may be remarked. Every woman must choose her own perfume because a perfume must express the very essence of personality, but it is important that she should have scope for selection in a wide variety of subtle scents. The Premet perfumes run the whole gamut of feminine personality, but there is about all of them a whiff of mystery which is the true secret of feminine allure. As for me, I choose 'L'Etrange Inconnu' which is my perfume though I am only too happy to share it with my sister souls. And because every possession of a woman should be lovely and should add to the charm of her personality or surroundings, a most delightful setting has been provided for all the Premet perfumes, as witness the chic red plaid case of L'Etrange Inconnu."
Femina, 1931:
"Premet has just released two perfumes: "Le secret de Premet"; "Pour un oui". "
"Le Secret de Premet" is a modern and particularly tenacious fragrance. The use of tobacco, in harmonious composition with a large number of other products, gives it its characteristic and its very new note.
"Pour un oui" is a blend of flowers including jasmine with a very fresh note.
The presenting of these two perfumes is identical, except for the color of the box, one of which is covered with blue speckled paper and the other with green speckled paper. The bottle, in a new rounded shape, is surmounted by a chrome metal cap. The metal label, in the shape of a triangle, is placed in the middle of the main face of the bottle. To meet the taste of the day, the volume of the case has been reduced to a minimum."
c1927 ad
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