Penhaligon’s London has been scenting the catwalks during London Fashion week for 9 seasons, and last year with Meadham Kirchoff introduced Tra La La by Bertrand Duchaufour a decidely feminie fragrance. Perhaps leaving the funky avant garde women's fashion shows behind, the British Perfumery is now the official sponsor of London Collection’s Men. They also have announced the release of GENTLEMEN, a collaborative project, where Penhaligon’s commissioned Jonathan Daniel Pryce, (also known as GarconJon), to find and photograph men from diverse backgrounds, professions and ages, to illustrate "the essence of a modern Gentleman".
courtesty of Penhaligon's
Matthew Huband, Associate Director of Marketing at Penhaligon’s, “Penhaligon’s began in 1870 and we’ve maintained our relevance to discerning men throughout that time. Similarly the idea of The Gentleman may have seen fashions change, but there are some qualities which endure. This book seeks to illustrate those qualities. There’s also something unique about a Penhaligon’s Gentleman, and this year we launch a new fragrance and grooming range with him in mind; the No. 33 range".
Jonathan Daniel Pryce via twitter @garconjon
Accodrding to Jonathan Daniel Pryce, Photographer at GarconJon, “These days a gentleman is not about acquisition, but creation. When Penhaligon’s approached me to work on a new project about men’s style, I knew I wanted to explore the “Gentleman” concept further. The brand itself is a beacon for traditional masculinity but with flare and artistry which is uniquely British. Today’s gentlemen have depth, an introspective nature, good manners and a sharp wit. We selected gents from a wide range of backgrounds who’ve found themselves working and excelling in creative fields. I’m excited to have documented a slice of today’s modern gentlemen”.
GENTLEMEN is a large format book and will be displayed in Penhaligon’s boutiques and outlets, smaller versions are also available. Further information not given at press time.
via Penhaligon's
-Michelyn Camen, Editor in Chief