Carven: 2 posts

She dressed Edith Piaf and Leslie Caron. She created uniforms for more than a dozen airlines and dressed French traffic police. When she launched a fragrance, she provocatively named it Ma Griffe, which can mean either “my signature” or “my claw” in French. She was a force and a character. She was Carmen de Tommaso, or as she was better known in the world of haute couture, Madame Carven. Yesterday Madame Carven passed away at the age of 105, leaving behind an incredible legacy, both in the world of fashion and fragrance.

De Tommaso was introduced to couture by her aunt Josy Boyriven–the last three letters of whose name, “ven”, got joined with “car” of Carmen to form “Carven”–and she started designing both out of fascination and frustration. She was dismayed by the limited choices for petite women and the lack of attention from the fashion masters.

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In the 1940s the Carven fashion house was famous for its youthful and wearable designs, but it truly made a splash when Ma Griffe launched in 1946. Exhilarating, bold, and playful, its first perfume aimed at young women found a loyal fan base.  A few notable and not so notable perfumes later, the house entered into slow decline. Few will remember Variations launched in 2000 or the excitingly named Carven Homme dating to 1999. Today Carven is experiencing a revival, and for its debut, Carven Le Parfum, the house teamed up with Francis Kurkdjian to design the perfume and Thierry de Baschmakoff (he also worked on The Different Company concept) to create the packaging.

Everything about Carven is as you would expect. Mostly, it’s because like many new launches today it doesn’t offer anything new. Carven took few risks with this sparkling white floral blend. If you like smelling clean and fresh–straight out of the shower sexy, as many in the industry like to call it–then Carven would be the right choice.

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