June 13, 2024
The house of Creed Queen of Silk. Image: Creed

The arts of fashion and fragrance possess a unique, symbiotic relationship; a binary star that encourages creative self-expression and explores the limits of the imagination. When it was announced that English-born, French-made luxury perfumer The House of Creed, with its own history of tailoring to aristocracy before becoming the creators of masterpieces like Bois du Portugal or Virgin Island Water, had become an official partner to Australian Fashion Week, the news fit like a glove. Or a made-to-measure suit if you will.

Image: Agence de Parfum.

The House of Creed has woven a tapestry of luxury that spans over two and a half centuries, beginning with bespoke tailoring for European royalty and evolving into one of the world’s most prestigious fragrance houses. Founded in 1760 by James Henry Creed in London, Creed initially gained acclaim for its exquisite garments. The mid-19th century marked a pivotal shift as the brand relocated to Paris, venturing into bespoke perfumery, which has since become its hallmark.

Creed CEO Sarah Rotheram sheds light on this evolution, “Creed is expressed through artisanal creations of originality and distinction, handcrafted using an alchemy of the finest, rarest natural ingredients that celebrate the beauty of nature. Our unwavering commitment to both nature and meticulous craftsmanship is what truly distinguishes the House of Creed.”

This dedication is exquisitely captured in Creed’s latest creation, Queen of Silk. Inspired by the luxurious and timeless appeal of silk, the fragrance embodies a delicate balance of strength and softness, with sensual tuberose and woody oud notes. Rotheram explains, “We wanted it to be bright yet soft, light yet strong, and fluid yet enveloping. Queen of Silk exudes feminine opulence and hypnotic confidence.”

Image: Agence de Parfum.

To celebrate this launch, Creed has partnered with Australian Fashion Week as the official fragrance partner for the next three years. This collaboration has culminated in a private dinner hosted at Carriageworks and a stunning collaborative dress created by noted designer Michael Lo Sordo. The exclusive royal purple silk gown will debut alongside the fragrance, highlighting the synergy between Creed’s heritage and Lo Sordo’s modern aesthetic.

Lo Sordo, acclaimed for his luxurious silk creations, has crafted an exclusive gown specifically for this occasion. “Silk is at the core of every collection that I create,” says Lo Sordo. “I have always loved the way it drapes, flows, and creates elegant lines on the body.” He adds, “Designing a dress to launch the new House of Creed fragrance, Queen of Silk, has enabled me to find the perfect balance and celebrate tradition while adding my modern touch.”

SYDNEY, AUSTRALIA – MAY 14: A model walks the runway during the Michael Lo Sordo show during Australian Fashion Week Presented By Pandora 2024 on May 14, 2024 in Sydney, Australia. (Photo by James Gourley/Getty Images for AFW)

The partnership with Australian Fashion Week is a significant milestone for Creed in Australia. “Our decision to partner with Australian Fashion Week is deeply rooted in our shared appreciation for culture, artistry, and creativity,” Rotheram says. “This partnership celebrates the craftsmanship between fragrance and fashion and represents a significant milestone for Creed in Australia.”

At Sydney’s Carriageworks, guests can immerse themselves in Creed’s rich history through captivating installations, including the Creed Museum, which showcases the brand’s evolution from bespoke tailoring to luxury fragrance. “We hope people will fully immerse themselves in the rich heritage showcased at The Creed Museum, spotlighting our unwavering dedication to craftsmanship and luxury,” adds Rotheram.

Image: Agence de Parfum

Creed’s story is a unique blend of British and French identities, embodying the eclectic spirit of Britain and the savoir-faire of France. This fusion continues to influence Creed’s creations, ensuring a harmonious blend of tradition and innovation that keeps the brand at the forefront of luxury perfumery. “At the House of Creed, we consider our heritage as the strength of our future endeavours. Whilst we acknowledge our history, we tirelessly innovate from seed to scent,” Rotheram explains. “This harmonious blend of tradition and innovation ensures that we remain at the forefront of luxury perfumery, constantly evolving.”


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