“I like it when you're in a public space and someone asks you what you're wearing: You know that that scent is popular—I've had that in restaurants, at events, in the office...
everywhere!” Kim Jones enthuses when I ask him about test-driving his first Fendi fragrance and the response the house’s artistic director of couture and womenswear has clocked so far. “I've had a lot of questions and reactions when I wear Prima Terra—a lot of people have been asking me what I'm wearing, but I couldn't reveal it,” he says, naming his fragrance that launches next month in a suite of seven scents made for seven standout Fendi personalities. “Now they'll know when they see it.
” This “family” of fragrances bottles the Roman maison’s biggest personalities via a trio of noses, Quentin Bisch, Fanny Bal, and Anne Flipo, who worked with Fendi’s trio of artistic directors, Jones, Silvia Venturini Fendi (accessories and menswear), and Delfina Delettrez Fendi (jewelry). Jones’s Prima Terra scent is inspired by the British designer’s formative years in Africa, for example, with earthy notes like rainy soil and oak moss that Bisch helped spin into a liquid savannah. When I ask how he collaborated with the rest of the team, he mentions that the conversation started with the different generations of Fendi, and then moved to the chosen member of each person’s family.
“Each fragrance represents the figure within the group and their context,” he says of Delettrez Fendi.
