Bold as Love

Bold as Love by Thameen

In Bold As Love, Christopher Chong continues the theme of belonging that Chords started from its inspiration of 23/25 Brook Street. More than two hundred years after George Handel (CHORDS) graced Brook Street, rock legend and music icon Jimi Hendrix lived at this Brook Street address in 1967. Inspired by Hendrix’s sensuality, soulful artistry and complexity of emotions, Bold As Love is just as bold and poignant. Bold As Love is a fragrance masterfully blending aromatic and animalic tones with the richness of leather, highlighted by fresh and sharp accents.

Negrin explains, “As I was creating Bold As Love, I found an image of Jimi Hendrix in a purple costume. I was immediately attracted to it as it’s my favourite colour. To capture the atmosphere of this image, I crafted a fragrance with smoky leather notes to convey the raw and beastly energy he exuded on stage and his unique sense of style. The smoky notes of the fragrance also mirror Hendrix’s colourful lifestyle.

This perfume pays tribute to an extraordinary and inspiring genius whom I found truly innovative. ” Bold As Love is presented in Thameen London’s signature bottle in clear frosted glass with a magnetic silver cap. The campaign image and sleeve are inspired by 1967’s British pop culture and aesthetic movement.