Still from the film 'Fausta' (Le Teta Asustada), 2009.
Floralcy is ad-speak, perfume jargon meant to convey fragrances that may have the characteristic of a flower or flowers.
The intention is to replace uninspiring descriptions (or names of chemical compounds) with words that feel more precise and radiant. This can be evocative and a beautiful way to help transport, but such flowery language can also end up flattening the remarkable function of blossoms. Did you know that Dracunculus vulgaris is a purple lily that smells and stinks like meat? Or that typical pollinators of daisies are personally drawn to the flower precisely for its earthy, fecal-like aroma?
We are not trying to gross you out! We are delighted and inspired by the ways flowers are multi-faceted. Please enjoy this non-exhaustive list of ways in which the language of flowers has been explored.
A FLORAL TREK
The performance artist Pope L. is known for his fantastic and grueling endurance crawls. He’s traversed through a seedier Times Square in a wool suit, and even wore a Superman costume (complete with gardening gloves!) for another. However, our personal favorite and perhaps his most endearing is his Tompkins Square Crawl, from which he can be seen crawling with a potted dandelion. His crawls obviously unpack important questions about inequality and vulnerability, but it’s also this specific humor that transcends our definitions of floralcy.
Watch his interview about this crawl here.
Still from Mekas's 'Flowers.'
Jonas Mekas is the forefather of avant garde film. Long before our own obsessions with personal documentation via Instagram, Mekas clearly understood the expansiveness of the small things that lived and became noticeable in our daily lives. Mekas, to us, perfectly encapsulates what we mean by exploring the language of flowers. Beyond olfactive, we can't deny that flowers are just supremely pretty! In this film, flowers are presented with whiplash. Colors are blurred and flash across the screen.And the effect is simple and strong: beauty stops us.
In a children’s book about distant cultures and myths, the following description is about a so-called race of people called The Astomi:
In additional appendixes about mythical creatures, they are called the “Apple Smellers” or mouthless people. In Pliny’s work, “Natural History” (AD 77), they are mentioned as being covered in hair and can die at the drop of something foul-smelling. We personally can’t determine how the mythos of the Astomi began, but we’re glad that something as fantastical as them (even if just legend) exists!
Our limited edition collection. Floriography is the secret language of flowers, a story told through arrangements and iconography in art and literature across cultures for thousands of years.
A heart of delicate white botanicals transports, while subtle green tartness and floralcy grounds us in the present moment. Milky and warm, plus the snap of fallen winter leaves.
Notes: jasmine, tuberose, coconut, gardenia, rhubarb, rosewater and sweet musk.
Smoke and ash suggest warmth, while herbal elements stimulate and inspire. This assemblage is calming yet wild, centering cedar and the palo santo ritual in a way that is both comforting and new.
Notes: amber, cedar, palo santo, leather, rosemary, fig leaf and birch tar.
A reimagined formulation of one of our most popular fragrances, cool and soothing tea inflections, herbs and citrus sit atop a sheer, graceful, blue-green base of moss and musk.
Notes: petitgrain, pine, orange, oakmoss, mint, lavender, thyme and pale musk.