Tag: #amatteroftste




What an Englishman specialized in philosophy, aesthetics, and design could do in Paris? Perfumes, of course.

With an ability to give a critical reflection on art, culture, and nature, Mr. James Heeley dons the artistic perfumery thanks to being a master in the study of subjective judgments of sentiments, sensations, and taste.

His own aesthetics are pretty classic, and he likes to keep things simple yet give a bit of a personality through the details, be it names, illustrative perfume logos on the bottles or the collaborations – his latest with Maison Kitsune – a fresh and urban view on citrusy scents. In the Urban Dictionary “fresh” is defined as something pleasantly new or different, something acceptable and highly approved by someone, and Heeley’s “Note de Yuzu” is ‘fresh’ by nature. Besides, one of his first scents, “Menthe Fraîche” has been marked as a highly wearable yet elegantly contemporary scent created from such a simple and recognizable yet complicated ingredient as mint. A definite sign of personal taste and aesthetics.

The word aesthetic is derived from Greek ‘αἰσθητικός’, meaning “esthetic, sensitive, about sense perception,” which in turn was derived from ‘αἰσθάνομαι’, meaning “I perceive, feel, sense” and related to a word ‘αἴσθησις’ that means “sensation.” Most of the people know that aesthetics a study deals with a set of principles concerned with the nature and appreciation of beauty, it’s a branch of philosophy which deals with questions of beauty and artistic taste. To have an idea of beauty and to be able to communicate it through a sense of smell is something very challenging. First, one should understand, then define beauty. Second, one should find the sources and create, find the channels and communicate. Let it out there.

As an autodidact by nature, James Heeley’s continually evolving work contains a varied collection of modern fragrances that transcend the traditional French perfume-making and pay attention to the detail by making sure that part of the process has been designed ‘in house.’

Oscar Wilde once said that, if a work of art is rich and vital and complete, those who have artistic instincts will see its beauty and those to whom ethics appeal more strongly than aesthetics will see its moral lesson. It will fill the cowardly with terror, and the unclean will see in it their own shame. That being said and agreed upon it must also be stated that everyone should do what comes naturally, and Heeley is a natural.

Blanc Poudre – The Product

Article written by Julia Ahtijainen – The Frankly Speaking