The concept
The new fragrance 20|20 celebrates the anniversary of the Golden 1920s, that legendary era full of glamour, excess and extravagant freedom – internationally known as the ‘Roaring 1920s’. A lively feel-good fragrance to kick off the 2020s: pure hippie patchouli contrasts with the cool, velvety freshness of rose and geranium and is warmed by elegant wood notes. 20I20 is a contemporary interpretation of the spirit of the 1920s and its cult perfume CHIC – glamour and extravagance reimagined for Generations X, Y & Z. Tradition inspires creativity when 1920 meets 2020, in the place where anything is possible: Berlin.
Background to the development
The olfactory inspiration for 20I20 was the Schwarzlose classic CHIC, the legendary perfume of the 1920s. Its blend of spicy patchouli with velvety sweetness was a sensation at the time. The original formulation of CHIC was determined in a complex process using archived original bottles from the 1920s and reinterpreted by J.F. Schwarzlose perfumer Véronique Nyberg (MANE) as a lively ‘feel-good’ fragrance for the 2020s.
Inspiration from the Golden Twenties
The eventful decade between the two world wars was marked by economic boom in industrialised countries and a heyday for science, culture and art. At the same time, a previously unknown, revolutionary social permissiveness, exuberance and wildness unfolded, especially in cities such as New York, Chicago, London and Paris. The epicentre of this was the German capital Berlin, where, from today's perspective, an explosive dance on the volcano took place, ending in 1929 with the global economic crisis.
At that time, Berlin was a cradle for milestones in film history with Metropolis, Dr. Mabuse, Nosferatu, The Cabinet of Dr. Caligari, The Blue Angel and many more, in art with George Grosz, co-founder of the Dada movement, in literature with Gerhard Hauptmann and Alfred Döblin, and in architecture with Erich Mendelsohn and Walter Gropius. Jazz clubs, glamorous revues and dance halls, where Charleston and swing were danced and all boundaries were explored without restraint, established Berlin's reputation as a den of iniquity. The ‘new woman’ with her bobbed hair and short dress smoked long cigarettes, danced the night away and was the symbol of gender emancipation.
Make The Twenties Roar Again
The bottle is inspired by gold and the CHIC vintage classic, whose bottle originally also had a gold label.
