The essence of the original fashion blogger Diane Pernet has been distilled into four fragrances that capture her intriguing persona. Karishma Tulsidas meets the multihyphenate in Paris.

There is a dichotomy between the Gothic, veiled appearance of Diane Pernet, and her humble, self-deprecating sense of humour. Where on the one hand her fascination with spiders—motifs perched menacingly on her signature black lace mantilla—seems slightly morbid, she is equally besotted by koala bears, and saving them from extinction is a cause close to her heart.

If I was nervous about meeting Diane, her easygoing, chatty nature settled the frenzied butterflies in my stomach, metamorphosing my detached admiration for the pioneer fashion blogger into warm respect.

Diane was responsible for opening the gateways of the internet for the fashion industry, unlocking the doors of this closely guarded world. She moved to Paris 24 years ago, where she founded A Shaded View on Fashion, an online thesis chronicling the non‑mainstream, underground arts and fashion movements. Her experience as a former fashion designer has given her voice much gravitas.

From there, she launched in 2008 another passion project, A Shaded View on Fashion Film, a premier festival of its kind that promoted shorts by or about fashion.

“I like promoting people and my blog is the platform to do so, but I never did it strategically like the other blogs right now. There’s nothing wrong with what they’re doing, but it was never my intention to make it a cash cow. I never look for advertisers, but if they come to me and are the right fit, then great,” says Diane.

Last September, she launched a collection of four eponymous fragrances, and idea she had toyed with during her designing days, but it was only two years ago that the project was set in motion after a serendipitous meeting with Celso Fadelli, CEO of perfumery company Intertrade Group. “We created 100 samples over almost two years. It takes time to find something you love, so there was no deadline, nothing,” she says. “I have a strong idea about things and what I like and don’t. That’s weird because I’m a Libra, but I am very direct.”

Her inspirations for the four fragrances, titled To Be Honest, In Pursuit of Magic, Wanted and Shaded, came from her idyllic, romantic notion of nature. “Imagine you’re walking through the woods and come across a church. It’s the feeling you get when you walk inside. I like the ritual of going into a church, the ritual, the security. I love the romantic view of walking through the woods, but the reality is that after a few days, the energy will be different. So I can put on my fragrance and feel that atmosphere on me—feeling like you’re in Tuscany while being in the city.

“Fragrance is about emotions and memories. When you leave one day, you leave behind your trace, your spirit. That is kind of exotic and romantic. When you wear a perfume, it’s very personal—it’s on your skin, and it’s the way someone remembers you.”

Anchoring the theme of nature is a spider motif around the neck of the vial that was designed by Mario Salvucci, an old friend of Diane’s. Another friend involved in this creative project is Cristiano Seganfreddo, who had previously curated the Diane Pernet Shadows of an Icon exhibition to celebrate the multifaceted polyglot and polymath. He reprised his role again during the fragrance launch, by curating a retrospective of sketches of the fashion industry veteran.

Diane is currently weaving yet another dimension to her story with a newly released short film by celebrated director Mike Figgis and an autobiography.

“I don’t want to be something for everybody,” she muses. “I mean, the last thing I want is everyone wearing my hair. The fragrance is more niche, it can’t be bought in a duty-free shop; it’s more special than that. This suits my personality, and I think there are enough people in the world to make it work and appreciate what I do.”

Images: Franck Laguillez and Ioulex

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