GANT just dropped its new men’s fragrance in collaboration with E.A. Cosmetics. This new scent draws inspiration from the East Coast of the United States, the birthplace of the brand back in 1949.
The signature fragrance kicks off with zesty notes of lemon, bergamot, and mandarin, spiced up with a hint of pink pepper and turmeric leaves. A nod to the brand’s collegiate heritage, an ivy accord gives way to herbaceous heart notes. Bittersweet absinthe, blended with rosemary and cedarwood, underlines the aroma. Patchouli and sandalwood wrap up the base, adding a seductive warmth. The amber tonic, a combination of amber and musk, adds a velvety and sensual touch. The symphony introduces a musky chord that exudes masculine elegance with woody and powdery undertones.
Christopher Bastin, GANT’s Creative Director, shares, “We wanted to create something that goes beyond the classic notion of men’s fragrance, something that evokes emotions. I’ve always believed that the best fragrances aren’t loud; they’re subtle. You discover them when you hug someone or stand close in an elevator. It’s romantic and a little mysterious.”
Nicolas Beaulieu, the fragrance’s perfumer, adds, “GANT is an iconic brand with an interesting legacy, and exploring the ingredients and traditions of the East Coast of the United States was a great source of inspiration for me. I imagined myself in the Hamptons, strolling along the breezy beach and crafting the fragrance with all the elements I imagined finding there.”
To celebrate the launch, Spanish actor and GANT’s friend, Alex Pastrana, has been featured in a beautiful black-and-white portrait campaign, captured by Johnny Kangasniemi.
“The first time we worked with Alex, I knew I wanted him for the fragrance campaign. He’s the perfect complement for this campaign,” Christopher continues.
Check out the campaign images below:
The fragrance bottle design draws inspiration from one of GANT’s iconic pieces and a preppy wardrobe essential: the Varsity jacket. With its university roots, the G patch has been reimagined in the shape of the bottle.
This new fragrance will be available as Eau de Toilette in 50 ml and 100 ml sizes. You can find it in GANT’s flagship stores in key cities (Stockholm, London, Paris, Madrid, and Munich) and it will be widely distributed in Germany, Austria, and Switzerland through major fragrance and cosmetic retailers. It’s set to launch in other regions starting in the spring of 2024.
