It was my Olfiction colleague and Fume Chat co-host, the iconic Nick Gilbert, that introduced me to Maison Crivelli, and I am so glad he did. This is a brand that strikes me as being carefully considered, right from the beautiful, simplistic and luxurious aesthetics, to the intriguing, unexpected fragrances, much in the same way that Frederic Malle fragrances are. But the most intriguing thing about Maison Crivelli is the way they speak about perfume – they talk in impressions and experiences, moving us away from notes to craft a relatable olfactory language that is universal.

The fragrances in the collection are inspired by raw materials and each appears to present a new twist on the notes or ingredients that we are familiar with. It’s almost as if Maison Crivelli is inviting us to rethink our experiences of these materials – we think we know them, but Maison Crivelli shows us that there are still unexpected ways to experience the things we are so familiar with. For me, that’s incredibly exciting and makes Maison Crivelli one of the few new niche brands to watch.

Papyrus Moléculaire is the one of the latest launches from the brand and it takes inspiration from the brand founder, Thibaud Crivelli’s encounter with papyrus powder and women smoking cigarillos. The result is a subversion of the usually spicy and warm material presented as something much fresher, more transparent and powdery. As with all scents in the collection Papyrus Moléculaire is entirely genderless, with Maison Crivelli describing it as “rebellious” and “highly contrasting”.

Let’s talk about Atelier Cologne. For me they are a brand that very much fits into the category of ‘mainstream niche’, which means they are a niche, exclusive brand that has a sort of mainstream appeal and is on the more accessible side of the luxe fragrance world. You won’t find anything particularly challenging there, but you will find quality and luxury. Juliette Has a Gun is another example of a mainstream niche brand, but we’re not here to talk about them.

What I love about Atelier Cologne is that they are successful in their mission to create enjoyable, long-lasting colognes, and it would be fair to say that they do citrus fragrances better than anyone. Scents like Orange Sanguine (basically a shower of juicy oranges – cover me in it now, please), Bergamot Soleil (the closest you’ll ever get to an Earl Grey scent) and Pomelo Paradis (unf, so good) show just how euphorically beautiful and long-lasting citrus can be.

Their latest fragrance isn’t actually a citrus cologne (well, it kinda is but we’ll get there), instead it’s a sunny floral called Love Osmanthus. Inspired by the story of love in a secret garden, Love Osmanthus shines a spotlight on the unique flower from Asia, playing up its fruity, peach-like aroma into a fragrance that creates the impression of an “exotic garden under the moonlight”. Colour me intrigued….

Jean Paul Gaultier’s iconic and mischievous little sailor, Le Mâle, is 25 this year. If that doesn’t make you feel old, then I don’t know what will (it certainly made me feel rather ancient, I tell you). That’s a quarter century’s worth of men soaking themselves in far too much of Le Mâle’s distinct and devilish minty barbershop beauty. I can say that, because for 15 of those 25 years, I have been one of them. I still wear it now and I still love it, and for me, Le Mâle will never go out of style.

The success of Le Mâle is really unrivalled in the world of mainstream masculine perfumery and it’s due, perhaps, to the distinct nature of the juice, but also to the marketing which managed to be unashamedly queer enough to set the gays into a frenzy (the advertising heavily references the Fassbinder movie Querelle) whilst also butch enough not to put the straight boys off (they weren’t in on the joke, but they loved its macho nature anyway). So the beauty of Le Mâle really is the fact that it has been worn by all kinds of men (and women, actually) whether they identify as femme, masc or neither of these things. Long may this mighty Mâle reign – that’s what I say!

To celebrate 25 years of sailor shenanigans, Jean Paul Gaultier is treating us to Le Mâle Le Parfum, which appears as a richer, warmer and more intense version of the original. If you think of Le Mâle as the fresh-faced rookie then Le Parfum is the weather-worn captain, but like Le Mâle, he’s still buff af (the rock hard abs and pert bottom on the bottle remain as tight as ever) and very, very hot. So, let’s jump on board and take a good look at this incredibly sexy fragrance that definitely deserves his promotion to admiral of the fleet.

Love it or loathe it, the power of instagram cannot be denied. The platform has become a massive force in setting the trends of what we do and buy. Sure, there is lots of fakery and over-polished world views, and don’t get me started on the influencer culture, but what I admire about instagram is that it has become a really fantastic way to communicate fragrance.

Translating fragrance into a visual medium can be really effective and can take something so intangible and make it real. Some fragrance brands are really adept at getting the spirit of their scents (not to mention their brand) across, creating entirely unique visuals that are fun and exciting. Here are five fragrance brands that I think are killing it on instagram right now.

Colonia Futura

Colonia Futura is a perfume that comes with a loud message of sustainability. This is no surprise, of course, as over the last two years or so, consumers have been demanding more sustainability from their products, and perfume is no exception. There are two key elements to consider when thinking of sustainable perfume; the juice itself, and the packaging – Colonia Futura aims to address both.

So, how exactly is this new cologne from the historic Italian brand sustainable and eco conscious? Acqua di Parma are billing Colonia Futura as their “declaration of love for nature” and in that vein, it contains 99% ingredients from a natural origin. The packaging has also changed to fit this new drive of friendliness towards nature – the traditional Bakelite cap has been replaced with one made from recycled and recyclable plastic, whilst the bottle (excluding the spray mechanism, which can be removed) can also be recycled. Perhaps the coolest innovation is the label on both the bottle and box, which is fashioned from scrap dust from marble quarries. That’s pretty neat if you ask me.

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There has been a revival at the house of Gucci. For the first time in a long time (since Tom Ford was at the helm, in fact) the olfactory style of the house is in tune its visual aesthetic. Of course, the fashion has evolved tremendously since then and the bohemian, vintage chic that Creative Director Alesandro Michele has brought to the house has made Gucci THE fashion brand everybody wants. Michele clearly gets perfume, having worked with Master Perfumer Alberto Morillas to create intriguing, on-brand creations such as Gucci Bloom, Gucci Guilty Absolute and now, Memoire d’une Odeur, completely overhauling the way Gucci presents perfume. I for one, am here for it.

Memoire d’une Odeur explores the intrinsic link between memory and scent. For Michele, the scent memory he wished to recreate was that of Roman Chamomile, which takes centre stage in what Gucci are positioning as a “mineral aromatic”. This fragrance, they say, is universal – it’s for everyone regardless of gender or age – and that, my friends, is exactly how every fragrance should be. Memoire d’une Odeur is an unusual, unfamiliar fragrance that conjurs a specific memory for Michele and creates a new one for those who experience it.