Solo is an oasis in the middle of the indescribable chaos of fragrances that should be forbidden. Those toxic perfumes by Thierry Mugler or Paco Rabane break the rules of good taste and change the whole definition of the perfume industry. But Solo is different, as it isn’t androgynous at all. It is masculine and young, similar to Eau Savage or Acqua di Gio.
I have always loved LOEWE, the Spanish maison of LVMH Group. LOEWE is the perfect combination between bourgeois clasicism and the elegant tradition of Madrid. LOEWE has begun an ambitious renovation plan with Stuart Vevers, who became the creative director from January 2008.
Solo means alone in Spanish. But the real definition goes further. Solo might mean unique. Solo is the blue shirt for men. Solo is those men who always take un umbrella with them in London. Solo means to check ourselves in front of the mirror before going out. Solo means lifestyle. The world is divided in two categories: those who know and those who don’t know. Savoir faire. That's all.
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