The Van Gogh Museum will launch a line of perfumes inspired by the great artist

A line of perfumes inspired by the art of Vincent van Gogh. That is the initiative to be launched in August by the Van Gogh Museum in Amsterdam, which has signed a partnership with the British house Floral Street. The first fragrances available will be home fragrances that will transform Van Gogh’s paintings into... olfactory sensations.

The Floral Street brand was launched in November 2017 by cosmetics and beauty entrepreneur Michelle Feeney and is inspired by a vision centered on creating eco-friendly and accessible fragrances. Floral Street’s master perfumer, Jérôme Epinette, known for his mastery of sustainable natural raw materials, created Floral Street fragrances with ingredients traceable from source to scent, or synthesized by the iconic maison Robertet. As a responsible, global beauty brand, Floral Street wanted to put sustainability at its core from the beginning, with vegan and cruelty-free products and reusable, recyclable, refillable or biodegradable packaging. Its perfumes are available in 11 markets including the United Kingdom, the United States, Canada, Australia, Europe and South Africa.

Van Gogh perfumes will be used to develop the museum’s activities. “Floral Street and the Van Gogh Museum,” explains Van Gogh Museum director Emilie Gordenker, “share a mission to inspire a diverse audience for future generations. Our collaboration offers a new and different way to experience Van Gogh’s art.”

“I am honored that Floral Street has been chosen as the first fragrance brand to collaborate with the Van Gogh Museum,” says Michelle Feeney. “Drawing inspiration from Vincent van Gogh’s timeless masterpieces, we discovered a shared love of nature and the pursuit of beauty in the everyday. Through this collaboration, we are able to tell our story in a new way, where the beauty of art and the beauty of fragrance meet.”

The Van Gogh Museum will launch a line of perfumes inspired by the great artist

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