In 1938, amidst the challenges of the Great Depression, Jean Desses launched the perfume "Celui," a creation by perfumer Paul Vacher for Les Parfums Jean Desses. This period was characterized by economic hardship, yet couture fashion designers persisted in crafting luxury items that offered a sense of escapism and glamour to their clientele.
Jean Desses likely chose the name "Celui" with careful consideration. In French, "Celui" means "he" or "the one," implying a sense of mystery and allure. However, in this context, "the one" does not refer to a specific person, man, dress, or perfume in particular. Rather, it suggests an air of mystery and allure, emphasizing a sense of exclusivity and sophistication. "Celui" suggests a perfume that embodies qualities traditionally associated with masculinity but reinterpreted through a feminine perspective. The name suggests that this perfume embodies characteristics of someone special or unique, encapsulating a sense of individuality and sophistication.
For women of the time, "Celui" would have resonated as a symbol of sophistication and empowerment. In an era where luxury and elegance were highly valued, this perfume promised secrecy and softness, offering a touch of refinement and intrigue to those who wore it.
The response to "Celui" would have been one of fascination and admiration. Its name alone suggests a perfume that is not merely a fragrance but a statement of individuality and elegance. The imagery and emotions evoked by "Celui" would likely include notions of mystery, romance, and sophistication, aligning perfectly with the aspirations and desires of women during the 1930s.
