In 1924, the launch of "Serre Fleurie" by Corday would have coincided with a period marked by significant social and cultural shifts, particularly in the context of women's roles and interests. During this time, hothouse flowers continued to hold a special allure among women of the upper class and those who pursued leisurely hobbies.
The name "Serre Fleurie" ("flowering conservatory" in French) would have been particularly apt for a perfume launched in this era. It would evoke imagery of carefully cultivated gardens within a conservatory, where rare and exotic flowers like orchids, gardenias, and jasmine bloomed under controlled conditions. These hothouse flowers symbolized refinement, beauty, and exclusivity, appealing to the tastes of sophisticated women who appreciated luxury and elegance.
For women of the early 20th century, "Serre Fleurie" would likely have resonated deeply. The name would have conjured images of lush floral arrangements, the delicate fragrance of exotic blooms, and the serene atmosphere of a well-tended conservatory garden. It would have appealed to their appreciation for natural beauty and the artistry involved in hothouse gardening, which was often a hobby pursued by women of means.
Hothouse flowers typically included species that required careful cultivation due to their sensitivity to temperature and humidity changes. These flowers were prized for their rarity and the skill required to maintain them, reflecting the refined tastes of those who cultivated or admired them.
The perfume "Serre Fleurie" would have been expected to elicit a positive response among its target audience. Women of the time would likely have been drawn to its promise of capturing the essence of hothouse flowers in a bottle, offering a sensory experience reminiscent of their favorite blooms. The name itself would evoke emotions of nostalgia for leisurely pursuits, appreciation for natural beauty, and a sense of luxury and refinement.
In terms of uniqueness, "Serre Fleurie" would have stood out as a sophisticated and evocative name for a perfume. Its French language and imagery would have added to its allure, suggesting a product that embodied elegance and femininity. The interpretation of the name would align closely with the cultural ideals of the early 20th century, emphasizing a connection to nature, beauty, and the pursuit of aesthetic pleasures.
Overall, "Serre Fleurie" by Corday in 1924 would have been well-positioned to resonate with its audience through its name, evoking a world of delicate, exotic flowers and timeless elegance.
Fragrance Composition:
So what does it smell like? It is classified as a floral fragrance for women.
- Top notes: heliotrope, bergamot, neroli, hyacinth, narcissus
- Middle notes: violet, jasmine, tuberose, rose, gardenia, orange blossom, ylang ylang
- Base notes: sandalwood, ambergris, vetiver, oakmoss, musk
Bottles:
The bottle designed for "Serre Fleurie" perfume is a remarkable example of early 20th-century craftsmanship and aesthetic sensibilities, particularly reflecting the Art Deco movement's influence. This bottle is composed of two main parts: a clear, molded glass base and a heavy, solid glass cover. The base, shaped like a basket, suggests a careful attention to detail and a desire to evoke a sense of nature and elegance. The clear glass of the base allows the liquid inside to be seen, adding to the visual appeal and highlighting the purity of the perfume.
The cover of the bottle is substantial and heavy, made from solid glass, signifying quality and durability. It features a recessed hole designed to securely hold the stopper, ensuring that the fragrance is well preserved. Additionally, the cover has a couple of indentations, which might serve functional purposes or simply add to the intricate design of the bottle.
A standout feature of this bottle is the stopper cover, which is a bouquet of molded glass flowers. These flowers are stylized in the Art Deco manner, showcasing the geometric shapes and bold lines characteristic of the movement. The bouquet is not only a stopper but also a decorative element that transforms the bottle into a miniature piece of art. The flowers are adorned with polychrome enamel in vibrant hues of black, blue, yellow, orange, and green, creating a striking visual contrast against the clear glass base. This colorful decoration enhances the overall aesthetic appeal and makes the bottle a captivating object, even when not in use.
Standing at a total height of 4.75 inches, the "Serre Fleurie" perfume bottle is compact yet elegant. Its design reflects the luxurious and artistic spirit of the 1920s, making it not just a container for fragrance but also a statement piece. The basket and bouquet motif, combined with the vivid enamel colors, evokes the lush, blooming conservatories that inspired the perfume's name. This bottle would have been a cherished item for any woman of the time, symbolizing both beauty and sophistication.
In summary, the "Serre Fleurie" perfume bottle is a beautifully crafted object that embodies the elegance and artistic innovation of the early 20th century. Its design elements, from the basket-shaped base to the polychrome enamel flowers on the stopper cover, work together to create a visual and tactile experience that enhances the allure of the perfume it contains. This bottle is a testament to the era's dedication to artistry and luxury in everyday objects.
Fate of the Fragrance:
The perfume "Serre Fleurie" by Corday, while a product of the 1920s, holds an air of mystery regarding its exact discontinuation date. Though the precise moment it ceased production is unclear, historical records confirm that it was still available for purchase as late as 1929. This period, spanning from its launch in 1924 through at least the end of the decade, marks a significant era of cultural and social change, influencing the market and consumer preferences for luxury items like perfumes.
During the 1920s, the world experienced a wave of modernization and a break from traditional norms, reflected in the popularity of Art Deco design, which emphasized elegance, glamour, and technological progress. "Serre Fleurie," with its exquisite bottle design featuring a molded glass basket and a stylized bouquet of polychrome enamel flowers, perfectly captured the essence of this artistic movement. The perfume's availability throughout the decade suggests it resonated well with the contemporary desire for refined and aesthetically pleasing products.
The fact that "Serre Fleurie" was still being sold in 1929 indicates its sustained popularity among consumers who valued its luxurious presentation and sophisticated scent. The 1920s were a time when the perfume industry flourished, with many new fragrances being introduced. For "Serre Fleurie" to remain on the market amidst growing competition, it must have held a special appeal, likely due to its unique combination of exquisite packaging and a fragrance that captured the essence of a lush, flowering conservatory.
However, as the Great Depression began in 1929, economic hardships likely impacted the market for luxury goods, including high-end perfumes. This period saw a significant shift in consumer behavior, with many people prioritizing essential goods over luxury items. The eventual discontinuation of "Serre Fleurie," though the exact date remains unknown, could be attributed to these broader economic conditions that diminished the demand for such opulent products.
In the years since its discontinuation, "Serre Fleurie" has become a collector's item, cherished not only for its fragrance but also for its artistic bottle design. Vintage perfume enthusiasts and collectors seek out remaining bottles, appreciating them as relics of a bygone era characterized by elegance and innovation. The enduring appeal of "Serre Fleurie" lies in its ability to evoke the glamour and sophistication of the 1920s, making it a treasured piece of perfume history.
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