When Carven released their first perfume – the aptly named ‘Ma Griffe‘ (‘My Signature’) – in 1946 the brand dropped hundreds of parachutes over the skies of Paris, each of which carried a special piece of cargo – a sample of Madame Carven’s signature perfume. In a genius stroke of early PR, this stunt ensured that the scent of Ma Griffe was simply unavoidable:

“The lingering scent of Ma Griffe floated everywhere: at the Opera, at charity balls, at the most fashionable sports events from Deauville to  Monte Carlo…”

Flash forward to 2013, following the resurrection of the fashion arm of Carven and the launch of the brand’s modern signature fragrance ‘Le Parfum‘, it is time for the relaunch of Ma Griffe. This time Carven has opted for a much more muted launch, almost silently slipping the classic fragrance back on the market in the hope that it will once again float weightlessly around city streets.

Following the earlier review of Le Parfum one was intrigued to discover the world of Ma Griffe, purely as an exercise to see how the house has changed from 1946 to 2013. The truth is that the differences between the Carven perfume of days gone by and the Carven perfume of today serve as a microcosm for how the world of perfumery has evolved over the last 70 years.

Not having spent time with Ma Griffe before its 2013 re-release has allowed one to approach it from an entirely objective point of view, reviewing it not as a long gone piece of the past but as an old school signature presented amongst the modern trends of perfumery as they are today. To say the process was an eyeopener would be an understatement…