Side Glance by Parfums Anjou c1952

Launched in 1952, Side Glance by Parfums Anjou was a fragrance that captured the spirit of the early 1950s—a time when elegance, sophistication, and femininity were at their peak. The name Side Glance evokes a sense of mystery, allure, and subtlety, painting a picture of a woman who is both captivating and elusive, someone who draws attention without fully revealing herself. The term "side glance" refers to the subtle, almost secretive look that someone gives when they want to convey an emotion or thought without direct confrontation. It suggests a fleeting moment of intrigue, a glance that sparks curiosity, but doesn’t fully expose the inner depths of the person. This sense of controlled seduction and quiet confidence was perfectly aligned with the societal and fashion trends of the time, making Side Glance an intriguing choice for a fragrance name.

The 1950s was a decade marked by a return to femininity after the hardships of World War II. Following the austerity of wartime, the fashion world experienced a resurgence of glamour and opulence, thanks largely to designers like Christian Dior and his iconic "New Look." Women’s fashion became synonymous with curvaceous silhouettes, full skirts, narrow waists, and a focus on romantic, elegant dressing. This period saw the rise of femininity as a symbol of power and grace, and Side Glance fits seamlessly into this atmosphere. The fragrance was likely intended for women who were self-assured, poised, and effortlessly chic—those who knew the power of a sideways glance to stir curiosity and attraction without saying a word.

The 1950s also ushered in an era of glamour and escapism in film, with actresses like Grace Kelly, Audrey Hepburn, and Marilyn Monroe becoming iconic figures who epitomized both beauty and sophistication. The name Side Glance evokes the mystery and allure these actresses exuded—quiet yet unmistakable confidence that could captivate an entire room without being overly assertive. The idea of a "side glance" calls to mind these glamorous women, who were admired not just for their beauty but for their ability to convey emotions and thoughts with a simple look. Side Glance by Parfums Anjou was thus perfectly poised to become a fragrance that captured this essence of refined allure.

Devastating by Anjou c1943

Launched in 1943, Devastating by Anjou is a fragrance that seems almost as complex and charged as the era it was created in. The name itself, "Devastating," evokes a sense of overwhelming power, a force capable of altering the course of events. This word conveys the idea of something that destroys or dramatically transforms, leaving a lasting impact. To modern ears, the word may imply destruction or calamity, but during the turmoil of World War II, it would have taken on additional layers of meaning. To women in the early 1940s, "Devastating" would have carried both a sense of profound vulnerability and incredible strength—perhaps symbolizing the havoc wrought by the war, but also the emotional and physical resilience required to navigate such difficult times.

The Second World War, which raged from 1939 to 1945, was a period marked by both devastation and transformation. Fashion and trends during this time were heavily influenced by the war, with many countries rationing resources and adjusting to wartime austerity. Women's clothing became more practical, with shorter hemlines and simpler, more utilitarian designs. Yet despite the hardships, there was an undeniable undercurrent of defiance, a desire for elegance and escape, albeit one that was restrained. Women looked for ways to assert their femininity and beauty, even as the world around them seemed to crumble. Devastating fits squarely into this context—a perfume that suggests an inner power, the strength to endure through hardship, and the ability to rise above it all, much like the women of the time.

In the context of the fragrance itself, Devastating is classified as a spicy floral chypre, a genre that was becoming increasingly popular in the 1940s. Chypre perfumes are known for their complex, deep compositions that often blend floral notes with mossy, woody, and earthy elements, and Devastating is no exception. The spicy floral heart suggests a warmth and intensity, a sensuality that, like the name implies, is both bold and alluring. Chypres were already established in the fragrance world, made famous by classics like Chypre by Coty (1917) and Miss Dior (1947), but Devastating added a certain edge—its dark, fiery name and spicy composition perhaps hinting at the emotional chaos of the time. This fragrance would have stood out against more delicate, floral offerings, capturing the mood of a world at war while also tapping into the yearning for something more.

 

Apropos by Anjou c1948

Apropos by Anjou, launched in 1948, marked a significant milestone for the House of Anjou as its first post-war fragrance. The name "Apropos" is derived from the French language, meaning "appropriate" or "relevant," and is pronounced ah-pro-POH. Choosing this name reflected a sense of timely elegance, suggesting that the perfume was not only fitting for the era but also suitable for a variety of women and occasions. The word "Apropos" evokes images of refinement, adaptability, and effortless sophistication, resonating with a generation eager to reestablish normalcy and grace in the aftermath of World War II.

The late 1940s was a time of rebuilding and optimism. The world was emerging from the shadow of war, entering a period of economic recovery and cultural reinvention often referred to as the post-war era or early modern period. Fashions of the time reflected a return to femininity and glamour, as epitomized by Christian Dior’s 1947 New Look, which celebrated hourglass silhouettes, full skirts, and luxurious fabrics. Trends emphasized grace and poise, and women of the time were eager to embrace products that offered a sense of elegance and renewal. A perfume named "Apropos" would have felt modern yet versatile, appealing to women seeking to express their individuality while remaining attuned to the cultural zeitgeist.

The fragrance itself, classified as a woody-mossy-leafy forest blend chypre, was well-suited to the era’s trends. Chypre fragrances were in high demand during the mid-20th century for their ability to balance richness with refinement. The combination of earthy, mossy base notes with leafy green accords and woody undertones created a scent profile that felt natural yet sophisticated. This versatility would have made Apropos an appealing choice for women seeking a fragrance that could transition seamlessly from day to evening and from casual settings to formal occasions.

In the context of other fragrances on the market, Apropos aligned with the broader chypre trend but carved out its own identity with its unique balance of "woody-mossy-leafy" notes. Many fragrances of the time celebrated either bold floral compositions or sensual oriental blends, but Apropos stood out by embodying the serene, grounding qualities of nature. This combination of freshness, warmth, and subtle complexity would have made it both comforting and empowering for women navigating a rapidly changing world.

The scent of "Apropos" itself could be interpreted as a celebration of harmony and balance, reflecting its name. Its woody and mossy foundation evoked the timeless strength of the forest, while the leafy green elements suggested renewal and growth, mirroring the spirit of the post-war years. Women of the time likely connected to the fragrance's grounded yet versatile character, finding it as "appropriate" as its name suggested—relevant to their lives, their aspirations, and their desire to step forward into a brighter, more elegant future.