Wet Dream with O'Driù

Today I'll share something different from my usual reviews. When I started this blog I said to myself I would have never "promoted" stuff or done anything different than posting my own reviews - based on samples/bottles I purchased/swapped/obtained by myself. And that is what I still do. This post instead is however not about reviews, but about a new "manifesto" drafted by one of my favourite perfumers around, O'Driù, which as you'll read, is focused on trying to draw a "new" concept of perfumery. Now I decided to share this because I strongly agree with every single words of it, and I strongly value Angelo's efforts in trying to keep up his work and his creative and intellectual reflections and thoughst on perfumery. He is a true outsider, and I highly respect him for that, and value his work, both as perfumer and as "thinker". Therefore, in short, I really feel like helping as (little) much as I can in sharing this. Just to be clear, I share this only as a friendly support for a nose I respect and appreciate, so there is no foggy "affiliation" or tricky and shady "favour exchanges" behind this.

So here's O'Driù "Wet Dream" manifesto, copied and pasted as-is from his press release which can be found here.



WET DREAM – COMING PERFUMERY

By O’DRIÙ, a new style is born, based on a creative fecundity, independent and free from ties and stereotypes totally

Milan, July 4, 2014 – the official date of the birth of WET DREAM – Coming Perfumery, a new phenomena of style that Angelo Orazio Pregoni aka O’DRIÙ created to define again the world of the perfumery just right from the inside, giving it a complete, real independence in the search for new expressive horizons.

WET DREAM – Coming Perfumery is a creative research, through which the sensory area, de-programmed from the stereotypes of mass market perfumery and commonplaces of that one “of niche”, finds centrality, authenticity, strength again and recovers the original fertility of sensations, emotions and thoughts.

That’s why, in order to define itself, this phenomenon uses the metaphor of an erotic dream: if the dream state is where the emotions are sublimated - of which the senses are both subject and object - in the same way in WET DREAMS flows and finds its way out the creative energy - or, rather, the creative fecundity - of the perfumery, embroiled in the schemes abused by marketing.

In this way, the perfume scent produces olfactory “orgasms” that are finally awaken from the sensory numbness and brings you to a conceptual reality, which is more interesting from the intellectual point of view also, not only just from the sensorial one.

WET DREAM- Coming Perfumery is not a company, an association, a movement or a consortium: it is a philosophy that that proposes a different approach to create perfumes. A continuous expression research and the constant transformations of its own codes make WET DREAM impossible to frame in the commercial schemes and the commercial reference categories: the only dogma are the key points with which it is founded. That is where the definition of Coming Perfumery comes from: a perfume that “lives” always one step ahead of the present moment, whose identity is defined by what it will be tomorrow much more than what it is in the instant, from which it is being observed.

The creative process has no restrictions and is no bond of sorts, but remains as free as an original mindset.

The act of creating a perfume is concrete act and conceptual act brought together. Perfume is a form of communication and expression and as such can join any cultural phenomenon, expressing itself by any language of society, culture or art. Perfume as a product is a result of a creative process that represents an expression in its entirety and has a value or disvalue in its totality. There may exist various forms of expression linked to the fragrance, these forms represent the habitat of a fragrance’s origin. Commercial categories do not exist , only categories of an expression are meaningful. The olfactory analysis of a perfume is a sub cultural distortion: perfume cannot be described through the ingredients, but only through the olfactory vibrations, unharmonious oscillations of emotions, not of smells.


www.odriu.com
info@pleasurefactory.it

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