The launch of Louis FĂ©raud’s Justine perfume in 1965 occurred against a backdrop of cultural fascination with exotic locales and cinematic romance. This period was marked by a growing interest in glamorous and distant settings, driven in part by the success of films that explored such themes. The early 1960s were a time when Hollywood was increasingly captivated by the allure of the exotic, often translating these interests into film and fashion.
The film "Justine," which was based on Lawrence Durrell’s celebrated Alexandria Quartet, exemplifies this trend. Set in pre-World War II Alexandria, Egypt, the film starred Anouk AimĂ©e, Dirk Bogarde, Michael York, and Anna Karina. Its narrative, rich with themes of romance, intrigue, and the mystique of the Middle East, was a perfect reflection of the era's cultural preoccupations. Twentieth Century Fox’s decision to involve Louis FĂ©raud in the film's production, not only to design Anouk AimĂ©e's wardrobe but also to create a perfume, underscored the fusion of film, fashion, and fragrance. FĂ©raud’s couture collection for the film, which embraced an extravagant harem look, further highlighted the period’s fascination with opulent and exotic styles.
The name "Justine" was chosen for the perfume to align with the film’s sophisticated and exotic themes. Derived from the Latin name "Justina," meaning "just" or "fair," "Justine" carries connotations of elegance and virtue. In the context of a perfume, it evokes a sense of classic beauty and refined sophistication, making it an ideal choice for capturing the luxurious essence of both the film and the fragrance.
