Diane Pernet

Diane Pernet Paris presents “Love Affair”


Announcing the launch of Love Affair, a follow up to the success of four fragrances inspired by fashion icon Diane Pernet: To Be Honest, Wanted, In Pursuit of Magic and Shaded. With the continued collaboration and involvement of Celso FadelliPresident and Fragrance Curator of Intertrade Group, with whom Madame Pernet conceived her first line of fragrances, a perfume of love is born.
A fragrance based on the warm scent of rose that harkens dangerous emotions and a note of vetiver which distinguishes the whole line, recalling a strong woman, like Anna Magnani from Daniel Mann’s “The Rose Tattoo.” Evoking memories of when, as young girl in her family’s country home, Diane went to the garden with her basket to pick the most beautiful roses. Another important inspiration comes from La Belle et La Bete, the movie directed by Jean Cocteau. There is a special scene when the father of Beauty found himself in the middle of the rose garden remembering the only thing that his daughter desired: a rose. He searched the garden for the loveliest rose and then….his world changed as the rose garden became the treasure of the Beast.
The rose is the symbol of the purest love, and just as searching for the perfect love requires time, so does searching for the perfect rose to give its essence to imbue structure and transmit emotion to the fragrance. A sinuous aromatic pursuit of love, in which two lovers find each other on a long night in the streets of a city shrouded in obscure mystery, where emotions are whispered and passion beats like a racing heart. An intoxicating love potion that awakens the seductive game of love and shrouds its players in the most animalistic yet velvety smooth scents.
Love Affair is a luscious plunge into the vortex of passion. The sensual heart of rose bewitches like a grand seductress. Heavy with emotion and secret passions that are intensified by the mossy, woody vetiver. Its perfume evokes strange powers that speaks of the most intimate stories all the while insisting upon the truth”. 
30ml - £98.00
Available online and in-store at Avery Perfume Gallery, Avery Row, Mayfair, London.

The Basics Store pop ups in Shoreditch in association with Avery Perfume Gallery

The Avery Perfume Gallery is joining a plethora of contemporary brands in June at the launch of  ‘The Basics Store’ pop-up shop, on Redchurch Street in Shoreditch for one month only.

‘The Basics Store’ will bring the beautiful basics in life, fragrance being one of them, to this cutting edge retail shopping street in East London.  The Avery Perfume Gallery situated in Avery Row in Mayfair, London, brings together some of the world’s most avant-garde fragrances presenting them in a carefully curated space, offering a unique experience in the art of perfumery.

Avery Perfume Gallery will be presenting a selection of brands from it niche portfolio such as Avery, Agonist, Diane Pernet, Roads, Santa Eulalia and S-Perfume, bringing the luxurious world of contemporary and artisan perfumery exclusively to this fashionable shopping destination.

Avery Perfume Gallery will be joined by Marina London, womenswear silk basics; Blake LDN, contemporary knitwear label; Jessie Harris, minimal jewellery; Jenny Sweetnam, statement jewellery;  Danielle Foster, leather handbags and Dear Frances, Italian crafted footwear.

The Basics Store will run from 13th June to 13th July 2015.

Opening Hours: Mon-Sat: 10-7pm, Sun: 11-5pm

 Address: 30a Redchurch Street, London, E2 7DP

Avery Perfume Gallery is the first worldwide venture into niche perfumery and research created by Intertrade Group. Celso Fadelli (President and Fragrance Curator of Intertrade Group) and Cristiano Seganfreddo (Vice President and Creative Director of Intertrade Group) introduce a fully new olfactory concept where perfume meets design and art.

Avery – The Avery fragrance collection consists of five perfumes, each name after a letter from the word, Avery. Devised by Celso Fadelli of the Intertrade Group, the collection has been unconsciously guided by customers of the Avery Perfume Gallery.

Agonist – Agonist is a Swedish perfume house founded by the creative couple Christine and Niclas Lydeen. The unique and dramatic artistic expressions from Agonist are derived from the beauty of Scandinavian nature and culture. Each fragrance is artistically expressed in handcrafted Swedish glass flacons in collaboration with the multi-award-winning glass artist Asa Jungnelious and the internationally renowned glassworks Kosta Boda.

Diane Pernet – A fashion insider and global style icon, Diane Pernet can be spotted instantly by her enigmatic look. This unique approach to her own wardrobe has carried over into the “shaded view” that Diane pursues in both her personal life and in her career. The Intertrade team of master perfumers laboured intensely with Diane before finding the ultimate combination of ingredients to immortalise her sense of style in perfume.

Roads – An international lifestyle brand that includes a publishing and film production company. Founded and directed by Danielle Ryan, businesswoman and daughter of the Ryanair proprietor, the group has created Roads’ artisan fragrances in collaboration with the finest master perfumers of the United Kingdom – each eau de parfum takes its inspiration from places, people, memories, emotions, artistic and visual sensations. The fragrances explore new paths of research, leaving the door open to new forms of olfactory poetry.

Santa Eulalia – Santa Eulalia, the storied fashion boutique and atelier, opened in the heart of Las Ramblas in Barcelona in 1843. Today it’s located in the elegant Passeig de Gracia neighbourhood, and its sophisticated expertise lie with men’s and women’s high-end fashion and accessories. This season, Santa Eulalia, launched its first fragrance collection in collaboration with Intertrade, with the four fragrances paying homage to the Catalan capital.

S-Perfume – Founded in Brooklyn in 2000, by artist and sculptor, Nobi Shioya (known as Sacre Nobi), today its headquarters is in Kamakura, Japan. In 2014 the pop and urban-spirited fragrances took a new experimental direction in collaboration with Intertrade. Echoes from the Japanese culture and style of S-Perfume’s founder, is part of the special ingredients of each fragrance. Obsession with sex, the quest for love, the passion for nature and arts, as well as inspirations that come from the ancient legend of a Japanese queen or from one of the most iconic cities of the past.





Interview with Diane Pernet featured on Dazed Digital

Diane Pernet featured on AnOther online


Diane Pernet’s Debut Fragrance Launch at Liberty

Diane Pernet made a personal appearance in Liberty to launch her debut perfume collection

Last Monday saw Diane Pernet, credited as the first fashion blogger with her website A Shaded View of Fashion and pioneer of fashion films, make a personal appearance in the Liberty perfume hall to launch her exclusive and evocative fragrance collection.

Diane chose the unique vision of Mike Figgis to produce a series of short fashion movies dedicated to the fragrances, directed by the Oscar-nominated British director and styled by fashion editor Tina Leung. The project presents a vision of beauty pollinated by cinema and music, with a gaze towards fashion. The fragrances, along with stills taken from the films, occupied the beauty windows of Liberty during the launch.

Discover the collection…

To Be Honest: 

A green, woody fragrance with notes of myrrh, pepper and amber, inspired by the scent of incense.


Oriental and delicate, bursts of exotic scent are grounded by notes of nutmeg, leather and musk.

In Pursuit of Magic:

A refreshing, citrus scent, to invigorate and purify with a tart clean quality.


A fragrance inspired by the ocean mist with intense notes of vetiver, musk and gaiac wood.