The couturier who brings the exceptional into everyday life invented a world of timeless femininity for his first fragrance.

In 2011 ELIE SAAB created Le Parfum, a perfume inspired by one of Elie Saab’s childhood memories – the scent of flowers in his family’s Mediterranean garden – that transcribes the duality of its universe: light of the orient and modernity of the west.

To interpret the richness of the designer’s work alive with fragrant notes and harmonies, Elie Saab has chosen Master perfumer Francis Kurkdjian.

As Francis Kurkdjian comments, ‘What I found fascinating working for Elie Saab was the idea of interpreting light; I didn’t have any specific images in mind – just sensations: the whiteness of the sun at its zenith, radiant femininity, a modern interpretation of voluptuousness…’

The range continued to blossom in the following years introducing new perfumes’ shades to embody the Maison vision of femininity: Le Parfum in WhiteLe Parfum Royal, Le Parfum Essentiel.

In its very first year ELIE SAAB Le Parfum scooped the coveted Fragrance Foundation Award for Best New Fragrance in the UK, the US and France – a phenomenal hat trick.

Ten years after the launch of the successful perfume, Elie Saab would like to pay a tribute to the main inspiration behind ELIE SAAB Le Parfum: his hometown Beirut, the Mediterranean city kissed by warmth and light, animated by a sparkling nature full of scents. As Elie Saab said, “My childhood home was surrounded by orange blossom and when the wind blew, even slightly, it carried with it the essence of its notes”. These olfactory emotions are at the heart of ELIE SAAB Le Parfum notes, a sophisticated, luminous floral chypre blending Orange Blossom and Jasmine with honeyed Rose and Patchouli.

ELIE SAAB Le Parfum in support of UNICEF Lebanon

As part of ELIE SAAB commitment to social responsibility and to give back to his hometown Beirut, the Maison decided to launch an initiative dedicated to children through a donation to UNICEF Lebanon.

ELIE SAAB Parfums will donate a contribution out of the sales from the 10th anniversary campaign 2021 to UNICEF’s program “Integrated education and well-being for vulnerable girls in Lebanon” providing a multi-sectoral learning and well-being package to ensure vulnerable adolescent girls have access to education and other basic services.

Children in Lebanon are facing an unprecedented crisis, as UNICEF has been saying since last year. The dramatic economic situation, the COVID-19 pandemic and the tragedy of the Beirut port explosions, are triggering devastating consequences for the most vulnerable.

Poverty has dramatically increased[1], access to education has become very challenging for too many children[2], access to health services is also challenging and domestic violence has increased.

Every day, more families cannot afford to ensure their children are safe, healthy and heading development opportunities for their future. And every day, more children are put at risk of negative coping mechanisms, including child labour, exploitation, violence, child marriage…while the opportunities for the young people have turned hopeless.

With a focus on high-risk, out-of-learning adolescent girls and young women (12-24 years old) in the most vulnerable areas of the country, UNICEF’s programme in Lebanon is providing access to a non-formal education programme, protection and gender-based violence-related services, skills development and employability programmes, adolescent health, including mental health, as well as social assistance.

Global experience has demonstrated that gender disparities and unequal access to education and other basic child rights, are enhanced in such crisis context. Thus, ELIE SAAB want to support girls in Lebanon in these difficult times.

“I admire UNICEF’s mission in supporting the most vulnerable clusters and providing a solid platform to the youth. During these difficult times and in this competitive world, we should raise resilient children to be prepared for a brighter future. By giving them the time and opportunities, they need, teaching them the right skills and empowering them, they will cultivate good qualities and secure better lives.  Sometimes, a rough childhood can mold children into leaders with big inspirational life lessons.” Elie Saab

A new advertising campaign

A bright and confident femininity

Reflecting the “ode to the light” mood of Le Parfum, the new ELIE SAAB Parfum advertising campaign is a story of light as a source of femininity.

In the middle of the city lights, the extraordinary silhouette of a woman takes shape in her shiny facets.

Her reflections merge with the movement of the city to create a new mesmerising creature, feminine and confident.

This light, from which a woman draws herself is the source of her femininity. A stronger aura that will help her in her journey.

A confident attitude. The gaze towards a clear future. A woman with a sensual and captivating approach. The dress sublimates her allure that does not remain unnoticed and transcends the couture spirit.

As she confidently walks, she leaves a light unforgettable trail of her presence, symbol of her powerful radiance.

To embody the most radiant femininity Elie Saab has chosen the international top model Cindy Bruna, a friend of the Maison, who started her career along with Elie Saab, is she has been running the catwalk for him since she was 18.

“The first time I met Mr Elie Saab was in 2013 during his casting at Paris Fashion week. From our first meeting I fell in love with the man and the artist. I remember his kindness that immediately put me at ease and especially the incredible privilege when I wore one of his magnificent creations! I am lucky enough to have walked the catwalk 23 times for the house and today I am touched by the privilege of “celebrating the 10th anniversary of his perfume and becoming its ambassadress” Thank you! Cindy Bruna


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