The Anti-Perfume

The latest scent from Serge Lutens

Ever dreamed of spritzing on a fragrance that didn’t smell or feel like a fragrance at all? French parfumier Serge Lutens, who’s usually known for his heady, sensual scents, is releasing a new scent for men and women that he hopes will make a clean break with his past. Simply titled L’Eau Serge Lutens, the scent is not meant to smell like cologne at all, instead Lutens hopes it evokes water and the scent of ironing, while maintaining its “freshness”. According to WWD, Lutens started working on the perfume over 15 years ago and reportedly took up the project many times since then. Only now, he says, has the idea for what he wanted become crystal clear. L’Eau Serge Lutens, $160, available at Ogilvy and other select perfumeries.