Despite the fact that so many people seem to be doing it these days, it can’t be easy to launch a perfume house. Apart from having — or hiring — the actual perfume know-how, you have to think of a concept. If you don’t have a celebrity or fashion house to hang your branding on, what will set your fragrances apart?

Sophia Fannon-Howell, founder and creative director of Deco London, settled on history. London’s 1920s, to be exact. Working with Robertet, she created a collection of six fragrances — three feminines and three masculines — that she says “blends classic fragrance accords with modern wearability and fashionable design, adds a pinch of British humour and a dose of 1920s glamour and serves up an elegant cocktail of fragrances for the ‘Bright Young Things’ of today.”

Who doesn’t want to smell like an elegant cocktail? I sampled the Deco London feminines: Constance, Loretta, and Millicent…

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