“At The House Of Creed We See Our Past As Our Strength Of The Future”: Erwin Creed

With a 250-year old storied history, Creed, now a perfumery maison, has a legacy under its belt. It was not always a perfume brand – in fact – Charles Creed, who began as a fashion designer, is said to have been one of the first British fashion designers to set up shop in France. The family maison, which has lasted seven generations, designed a riding habit for Queen Victoria of England, inspiring the imagery on one of their most famous female perfumes, Aventus For Her. Known for their mastery over scented leather gloves, the maison shifted into perfumery gradually. Two and a half centuries later, the British maison opens doors with a flagship store in New Delhi. This landmark boutique showcases the House’s prestigious collection in an environment that celebrates the brand’s rich heritage, from its founding in 1760 to today being a revered fragrance house, trusted by generations of royalty and connoisseurs. Outlook Luxe caught up with Mr Erwin Creed, from the House of Creed who visited New Delhi to celebrate this milestone.

Creed has a legacy dating back to 1760. In your view, what does heritage mean in the luxury fragrance space today?

At the House of Creed we see our past as our strength of the future. The Creed heritage is wrapped in a delicate blend of luxury, artisanal artistry and craftsmanship and these are very much desirable qualities that today’s consumers are drawn towards more and more today. They give a deeper sense of purpose that speaks from centuries of experience and exploring.

How do you strike a balance between preserving Creed’s artisanal traditions and innovating for a new generation of fragrance connoisseurs?

Multiple insights point to the new generation being highly educated, by choice about the rich, natural ingredients that are in fragrances. They are thoroughly fascinated by the process and keen to know about the notes. At Creed, we are fortunate to travel the world to discover the highest quality natural ingredients. We work on innovative sustainable extraction techniques that sometimes can take a well-known ingredient and conjuring up an entirely different olfactive note. We do this along with maintaining Creed’s unique process of handcrafting Creed fragrances at our artisanal Maison in Fontainebleau, France.

Are there any historical anecdotes or archival creations from Creed’s past that particularly resonate with you?

My family has travelled all over the world for years. First our heritage related to real pioneering in leather tailoring followed by couture craftsmanship. Travel is something that has definitely been passed down by my ancestors to me. I love to travel and discover the most unexpected places for both work and personally. For work we travel in a quest to source the most finest ingredients to use in our iconic fragrances.

Each Creed fragrance is known for its rich backstory and provenance. How involved is the Maison today in sourcing rare ingredients and preserving artisanal extraction techniques?

We work directly with remarkable producers and suppliers across the world. Some of whom we have had relationships with for decades just like our beautiful Calabrian Bergamot from Italy. We have a hands-on approach to both quality and production. Our membership of the Union for Ethical Biotrade (UEBT) guides our practices to allow us to protect nature, elevate craftsmanship and create fragrances that reflect responsible luxury in the modern day.

What is the Maison’s vision for India?

In India, there is an increasing number of luxury shoppers and fragrance enthusiasts who appreciate heritage, craftsmanship, and the finest natural ingredients, who draw inspiration from India’s rich cultural legacy as well as global influences gained through extensive travel. We have witnessed the resonance of Creed amongst them in our boutiques around the world, such as London, Los Angeles, Paris, New York, Bangkok, Rome and Dubai. Whilst we are intentional about our expansion, we believe now is the right time for India. The long term plan is to find more locations where there is a demand for such craftsmanship, just like at Chanakya Mall in Delhi, also in other cities such as Mumbai and Bangalore. We want to be more than a brand available in the market, but more of a cultural and artistic partner.

What role does sustainability and ethical sourcing play in the brand’s roadmap moving forward?

At Creed, we believe in responsible luxury, as such we are guided by our membership of the Union for Ethical Biotrade (UEBT). We hold fast to a hands-on, artisanal method that’s becoming rare in luxury today. Every ingredient in our fragrances is carefully measured, blended, and macerated by hand in our atelier near Fontainebleau, France.

Are any notes in Creed perfumes inspired by the cultural landscape of India?

Our jasmine and tuberose are sourced in India, this is where we find the most beautiful form of these ingredients.