In 1923, Severem by Jovoy emerged as a captivating embodiment of the era's fascination with the exotic and the allure of distant lands. Against the backdrop of the 1920s, a period marked by cultural renaissance and societal transformation, Western fascination with Orientalism reached its zenith. Blanche Arvoy's selection of "Severem" as the perfume's name, meaning "I love it" in Uzbek, Azerbaijani, and Tajik languages, strategically capitalized on this trend of linguistic exoticism.
The name itself evoked a sense of mystery and adventure, offering women a portal to indulge in fantasies of faraway places where romance and passion intertwined effortlessly. For women of the time, Severem wasn't just a fragrance; it was a means of escapism into a world of opulence and intrigue, inspired by the imagined splendor of the East. The perfume's name alone conjured images of silk-clad figures in bustling bazaars, where every scent carried a story of love and longing.
The design of Severem's bottle further enhanced its allure. Crafted from glass in the shape of a sitting dromedary, with stopper depicting a Bedouin figure, it was a masterpiece of artistry and craftsmanship. This meticulous attention to detail transported women into a realm of exotic luxury, where each spray promised an olfactory journey to distant lands of enchantment.
In essence, Severem by Jovoy appealed to women of the 1920s not just as a fragrance but as a touchstone of their desire for fantasy and escapism. It offered a tangible connection to a world where the exotic met the everyday, where dreams of faraway lands could be briefly indulged through the simple act of wearing perfume. In doing so, Severem became not only a coveted accessory but also a symbol of the era's spirit of adventure and sophistication, encapsulating the allure of Orientalism in a bottle.