Amadis by Pierre Cardin c1958

Amadis by Pierre Cardin was launched in 1958. The name "Amadis" is derived from the romantic medieval French legends, particularly from the character Amadis de Gaulle. Additionally, "Amadis" is also a fashion term referring to a type of tight-fitting sleeve. It's interesting to see how the perfume's name draws inspiration from both literature and fashion.

Pierre Cardin was a prominent French fashion designer who revolutionized the fashion industry with his avant-garde designs and visionary approach to fashion marketing and branding. He was born on July 2, 1922, in San Biagio di Callalta, Italy, but moved to France as a child.

Cardin began his career working for renowned fashion houses such as Paquin and Schiaparelli before establishing his own fashion label in 1950. He gained fame for his futuristic and geometric designs, often incorporating new materials and unconventional shapes into his clothing.

One of Cardin's significant contributions to fashion was his democratization of haute couture. He was among the first designers to license his name for products outside of the traditional fashion realm, including accessories, fragrances, and home goods. This move made his brand accessible to a wider audience and laid the foundation for the modern fashion business model.

Throughout his career, Cardin received numerous awards and accolades for his contributions to fashion and design. He remained an influential figure in the industry until his passing on December 29, 2020, leaving behind a legacy of innovation and creativity that continues to inspire designers today.

Pierre Cardin was not only a renowned fashion designer but also made significant contributions to the fragrance industry. Pierre Cardin's first scents, Suite Seize and Amadis, launched in the late 1950s, were selling well by 1964. They were part of his successful ventures into the fragrance industry, which became a significant aspect of his fashion empire. Suite Seize and Amadis likely contributed to his brand's growing popularity and success during that period.

Officiel de la couture et de la mode de Paris, 1964:

"Pierre Cardin perfumes women with its latest "Amadis", a marvelous aroma and the Société Européenne de Distribution (Perfume Pierre Cardin Kay Mannson beauty products) informs us that it has just concluded an agreement with Mrs. Anna Pegova whose products of beauty are famous." 

It seems that in 1964, Pierre Cardin was making significant strides in the perfume industry, particularly with the release of his latest fragrance, "Amadis." The quote from Officiel de la couture et de la mode de Paris highlights the allure of the "Amadis" scent, describing it as marvelous. Additionally, it mentions an agreement between the Société Européenne de Distribution (which distributed Pierre Cardin perfumes, including Kay Mannson beauty products) and Mrs. Anna Pegova, a well-known figure in the beauty industry. This collaboration likely expanded the distribution of Pierre Cardin's beauty products, further solidifying his presence in the market.

Neath Guardian, 1962:

"Two new French perfumes called Amadis and Suite 16 - the first to come from the fashion house of Pierre Cardin - are now available in the United Kingdom. Amadis - a name taken from medieval French romance - is a delicate floral perfume, which gives its true fragrance as soon as it is worn. Suite 16 is exotic and sophisticated, with a musky mellow tone which emerges a few minutes after application. Both are available in 1/4 oz, 1/2 oz, 1 oz and 2 oz bottles, plus a 1/6 oz size in the form of a suede handbag pochette. Matching toilet water - Eau de Cardin - is available in three sides for each perfume. A range of Pierre Cardin lipsticks is also introduced, consisting of 12 standard and three mother of pearl shades. All are lightly perfumed and of a fine, smooth texture. Based on French fashion colours, the range includes a number of apricot, bronze, and clear red shades which are expected to be popular here this winter. Numbers are used instead of names."

The Neath Guardian article from 1962 provides a detailed description of the two new French perfumes, Amadis and Suite 16, which were the first fragrances to be released by the fashion house of Pierre Cardin. Here's a breakdown of the information provided:

Amadis:

• Named after medieval French romance.
• Described as a delicate floral perfume that reveals its true fragrance once worn.
• Available in various bottle sizes: 1/4 oz, 1/2 oz, 1 oz, and 2 oz, as well as a smaller 1/6 oz size in the form of a suede handbag pochette.
• Accompanied by matching toilet water known as Eau de Cardin, available in three sizes for each perfume.

Suite 16:

• Characterized as exotic and sophisticated, with a musky mellow tone emerging a few minutes after application.
• Like Amadis, available in various bottle sizes and accompanied by matching Eau de Cardin in three sizes.

Pierre Cardin Lipsticks:

• Introduced alongside the perfumes, consisting of 12 standard shades and three mother of pearl shades.
• Lightly perfumed and of fine, smooth texture.
• The range includes shades inspired by French fashion colors, such as apricot, bronze, and clear red, which were expected to be popular during that winter season.
• Instead of names, the lipsticks are identified by numbers.

This detailed description offers insight into the fragrance offerings and cosmetic products launched by Pierre Cardin's fashion house in 1962, showcasing a blend of elegance, sophistication, and innovation in both scent and makeup.

House & Garden - Volume 129, 1966:

"Amadis or Suite 16 by Pierre Cardin, $ 11.50 per oz."

Fragrance Composition:

Tender, delicate Amadis, soft as candle glow. Young, warm.  Amadis is a sweetly delicate fresh light floral fantasy perfume, which gives its true fragrance as soon as it is worn. Has almost an oriental subtlety about it.  Based on almond blossom, jasmine and rose.

• Top notes: bergamot, lily of the valley, almond
• Middle notes: rose, jasmine
• Base notes: amber, oakmoss, sandalwood, musk, vanilla, patchouli

The description paints a vivid picture of Amadis as a tender and delicate fragrance, charmingly akin to the soft glow of a candle. Here's a breakdown of its scent profile:

 

The top notes of a fragrance are the initial impression you get upon application, typically lasting for the first few minutes after you spray the perfume. In the case of Amadis, the top notes consist of:

• Bergamot: This citrusy note adds a fresh and bright opening to the fragrance, providing a zesty and uplifting scent.

• Lily of the Valley: Known for its delicate and sweet floral aroma, lily of the valley brings a fresh and slightly green aspect to the top notes, contributing to the overall lightness of the fragrance.

• Almond: Almond provides a subtle nutty sweetness to the top notes, adding a creamy and comforting facet to the initial impression of the fragrance.

These top notes work together to create an inviting and refreshing introduction to Amadis, setting the stage for the floral and oriental subtleties that unfold in the heart and base notes of the perfume.

 

In Amadis, the middle notes provide the heart of the scent, emerging after the top notes dissipate and lingering throughout the fragrance experience. Here are the middle notes:

• Rose: Often considered the queen of flowers in perfumery, rose adds a classic and romantic floral element to the fragrance. It can range from sweet and feminine to rich and velvety, depending on the variety used.

• Jasmine: Jasmine is known for its intoxicatingly sweet and floral aroma with a hint of indolic richness. It adds depth and sensuality to the fragrance, contributing a heady floral nuance that intertwines with the other notes.

Together, the rose and jasmine create a lush and captivating floral bouquet in the heart of Amadis, enhancing its sweetness and delicacy while adding layers of complexity to the scent profile.

The base notes of a fragrance are the final impressions that linger on the skin after the top and middle notes have evaporated. In Amadis, the base notes provide depth, warmth, and longevity to the scent. Here are the base notes:

• Amber: Amber adds a warm, resinous, and slightly sweet aroma to the base of the fragrance. It imparts a comforting and sensual quality, enhancing the overall richness of the scent.

• Oakmoss: Oakmoss contributes a woody, earthy, and slightly musty scent to the base notes. It provides depth and complexity, as well as a touch of greenness to the fragrance.

• Sandalwood: Sandalwood offers a creamy, smooth, and woody aroma with subtle hints of sweetness. It adds a soft and luxurious texture to the base notes, imparting a calming and sensual effect.

• Musk: Musk is often described as animalic, musky, and sensual. It enhances the overall warmth and depth of the fragrance, as well as providing a long-lasting and intimate scent on the skin.

• Vanilla: Vanilla adds a sweet, creamy, and slightly spicy aroma to the base of the fragrance. It enhances the overall sweetness of the scent, providing a comforting and indulgent quality.

• Patchouli: Patchouli offers a rich, earthy, and slightly woody scent with hints of sweetness and spice. It adds depth, complexity, and a touch of exoticness to the base notes of the fragrance.

Together, these base notes create a rich, warm, and inviting foundation for Amadis, complementing the floral and citrusy top and middle notes while providing a lingering and sensual drydown.

Overall, Amadis seems to offer a harmonious blend of floral and oriental notes, creating a fragrance that is both enchanting and refined.

Bottles:

Amadis presented in imported heavy crystal flacons, particularly the Couture bottles in sizes of 2 oz, 1 oz, and 1/2 oz, gives a sense of luxury and sophistication. Here are some details:

• Heavy Crystal Flacons: The use of heavy crystal flacons suggests high-quality packaging that adds to the premium feel of the fragrance. Crystal is often associated with luxury and elegance, making it an ideal choice for presenting a high-end perfume like Amadis.

• Couture Bottles: The term "Couture bottles" indicates that these bottles were designed with attention to detail and craftsmanship, reflecting the artistry and refinement associated with haute couture fashion. The sizes mentioned (2 oz, 1 oz, and 1/2 oz) cater to different preferences and needs of consumers, offering options for both regular use and special occasions.

• Citron Yellow Velvet Ribbons: The use of citron yellow velvet ribbons adds a touch of color and texture to the packaging, enhancing its visual appeal and giving it a distinct and elegant look. Yellow is often associated with brightness, warmth, and joy, which may complement the delicate and floral character of the Amadis fragrance.

Altogether, the description of Amadis being presented in imported heavy crystal flacons tied with citron yellow velvet ribbons reinforces the image of the fragrance as a luxurious and indulgent product, worthy of admiration and appreciation.

• Ref. No. 540 - 1/6 oz spray flacon in suede handbag pochette - retailed for $6.00
• Ref No. 519 - 1/4 oz Parfum - standard flacon - retailed for $9.00
• Ref No. 520 - 1/2 oz Parfum - standard flacon - retailed for $16.50
• Ref No. 521 - 1 oz Parfum - standard flacon - retailed for $27.50
• Ref No. 522 - 2 oz Parfum 
• 1/2 oz Parfum - Couture flacon - retailed for $22
• 1 oz Parfum - Couture flacon - retailed for $35
• 2 oz Parfum - Couture flacon - retailed for $65
• 2 oz Eau de Cardin (Cologne) - retailed for $6.00
• 4 oz Eau de Cardin (Cologne) - retailed for $9.00
• 8 oz Eau de Cardin (Cologne) - retailed for $14.00

Fate of the Fragrance:

The fate of the fragrance Amadis seems to be discontinuation, although the exact date of discontinuation is unknown. It was still available for sale in 1965, indicating that it had a period of popularity and commercial success before being discontinued. Like many fragrances, the lifespan of Amadis likely depended on various factors such as changes in consumer preferences, market trends, and business decisions made by the brand. Despite its discontinuation, Amadis remains remembered as a beloved fragrance from its era, cherished by those who experienced its delicate and enchanting scent.

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