British fragrance brand Ormonde Jayne have just released a limited edition collection in collaboration with iconic London department store, Selfridges. Snapshots of Selfridges comprises of a trilogy of fragrances representing three distinct, nostalgic eras of the legendary retail phenomenon…

‘Selfridges will always represent a significant chapter in my life story. When I arrived in London, I shopped there daily, especially at the Food Hall and shortly afterwards I was working in store as my first job in London.

Snapshots of Selfridges touches my life in a very personal way with three aspects standing out for me: who was the visionary behind this extraordinary store, his aspirations and how he brought it all to life? What was the idea behind the bold bright yellow carrier bag? (an aspect I can relate to, making orange the epitome of Ormonde Jayne) and the daily theatricals with actors scurrying around to prepare for a new launch creating such excitement, passion and drama… nothing compares.’ – Linda Jayne

1909 – A House is Born

Harry Gordon Selfridge arrived in London in 1908, ready to shake-up the concept of retail and become known as the Earl of Oxford Street. With an innate understanding of publicity, innovation and a creative flair for the theatrical, his dream store opened in 1909 with a promise to amaze, amuse and nourish the imagination.

The 1909 fragrance pays homage to the iconic store and is focused on smooth sandalwood, inspired by the beautifully carved wooden cabinets of Selfridges, filled with precious wares. The scent is highlighted with radiant grapefruit in the opening to emphasise the sparkling crystal chandeliers and positivity of the new store.

• Top Notes: Bergamot, mandarin and grapefruit
• Heart Notes: Sandalore, cardamon and labdanum
• Base Notes: Suede and sandalwood

1984 – Emblem of the House

The 1984 fragrance is based around rose – Harry Gordon Selfridge’s love of a yellow rose inspired their legendary branding that we instantly recognise today. Mr Selfridge commissioned this yellow rose for Selfridges 75th anniversary; and in 1984 it was planted at a sentimental spot in Hyde Park and named “The Emblem of the House of Selfridge”. It was then in 1990 that the yellow of this special rose became the world-famous Selfridges colourway and carrier bag.

The 1984 perfume is described as a celebration of boldness and unbridled ambition. Wear it to feel unstoppable, confident and ready to take on whatever the world throws your way. The rose accord is at the heart of the perfume and warm notes of sensual amber and musk create a rich, alluring finish that lingers on the skin, inviting you to indulge into the world of luxury.

• Top Notes: Pink pepper, blackcurrant and nutmeg
• Heart Notes: Rose absolute. Jasmine, amber and incense
• Base Notes: Vanilla absolute, benzoin and musk

2019 – The House of Theatre

Did you know that Selfridges was the first store to light up its windows at night? Harry Gordon Selfridge knew how to mesmerise his clients: live music, creative interactive displays and a sensory extravaganza captivated an unexpecting audience.

Bringing us to modern day, the 2019 fragrance is a fusion of Ormonde Jayne’s palate with Selfridges creativity – the scent opens with a burst of bright citrus and floral notes, evoking the buzz of excitement that permeated the air when Selfridges first opened its doors. As the fragrance settles, the floral heart of a delicate jasmine are grounded with a deep woody note of sandalwood adding a touch of strength.

• Top Notes: Mandarin, bergamot and freesia
• Heart Notes: Jasmine absolute
• Base Notes: Sandalwood, musk and vanilla absolute