Widian Fragrances, Or How To Break Perfume Stereotypes

The name Widian is translated from Arabic as "dunes" or "dunes": we have just finished photographing them from all possible angles, breaking the intricate hooves of mummer camels and conquering them in off-road vehicles, contrary to all the laws of physics. In the desert, just an hour's drive from Abu Dhabi, we wrap ourselves in blankets, eat dates with spiced coffee, count the stars in the black sky and discuss Arabian perfumery.

Another surprise from Widian - a new sapphire collection, fantasies about a metropolis.

“For me it was a kind of challenge, because for the majority, oriental fragrances must be elegant, sweet and heavy,” says the founder of the Widian brand, Ali Al Jaberi, sitting right on the mat. - And if I do not violate the outer surroundings (the shape of the weighty bottles resembles the vaults of the amazing Sheikh Zayed Mosque - MC), then inside we are desperately creating a delicate tandem of East and West. This is how traditional components begin to sound in a new way through bold combinations. For example, in II from Black Collection, the scent of powdered musk cubes, used by all women in the Middle East after hammam, plays in the company of plums and tangerines. The Liw fragrance from the Velvet Collection is inspired by an oasis in the heart of the Rub al-Khali desert - in it the slightly alarming Arabian white flowers are balanced with tobacco comfortable for our nose,incense and amber rose.

The only collection where I did not dare to go against tradition is Gold. There is oud, saffron, incense … Aroma I was conceived as a gift for my niece's wedding. My mother loves Gold II. And the women of Germany, where it became a bestseller. A vivid example of the fact that we are absolutely powerless over smells. Sometimes even a marketing gimmick “feminine” or “masculine” cannot prevent us from falling madly in love with the fragrance.

Sapphire Collection, Widian

A photo:

Russians are the most difficult clients, but only because they are looking for something unique and unlike anything in fragrances.

Another surprise (or, if you prefer, an experiment) from Widian - a new sapphire collection that has become a logical continuation of Ali's endless business trips. Each subsequent fragrance is a fantasy on the theme of a metropolis. “Opens collection London. This city means a lot to me. Twenty years ago, as a student, I was in transit here with a handful of change in my pocket. Today the situation has changed a little (laughs), and the British capital favors me. I have chosen the notes of leather, tobacco and whiskey to convey the atmosphere of private gentlemen's clubs. To seduce them and the female audience, I added vanilla, lily of the valley and raspberries to the composition. I'll tell you a secret, now I am actively conducting cultural research in Russia.

Moscow will definitely take its rightful place in the collection. Russians are the most difficult clients, but only because they are looking for something special, unique and unlike anything else in fragrances. That's why I'm sitting here on the mat and I'm in no rush, I just can't let you down. The masterpiece does not tolerate fuss."

Photo: Getty Images, personal archives, archives of the press services