{"id":2077889,"date":"2026-09-13T11:17:39","date_gmt":"2026-09-13T09:17:39","guid":{"rendered":"https:\/\/www.luxsure.fr\/2026\/09\/13\/juliette-has-a-gun-opens-a-new-chapter-the-bold-collection-or-the-east-as-a-new-horizon\/"},"modified":"2026-09-13T11:22:21","modified_gmt":"2026-09-13T09:22:21","slug":"juliette-has-a-gun-opens-a-new-chapter-the-bold-collection-or-the-east-as-a-new-horizon","status":"publish","type":"post","link":"https:\/\/www.luxsure.fr\/en\/2026\/09\/13\/juliette-has-a-gun-opens-a-new-chapter-the-bold-collection-or-the-east-as-a-new-horizon\/","title":{"rendered":"Juliette has a gun opens a new chapter: the Bold Collection, or the East as a new horizon"},"content":{"rendered":"\n

Some collections simply exist, while others make a statement. Juliette has a gun\u2019s Bold Collection is one of the latter. Not because it\u2019s more intense or opulent\u2014as the press release puts it, with a certain elegance\u2014but because it reveals where French niche perfumery is now looking. And what it sees is the East.<\/p>\n\n

Twenty years of the \u201cpistolet\u201d\u2014what\u2019s next?<\/h2>\n\n

Romano Ricci founded Juliette has a gun in 2005 with a simple yet subversive idea: to offer niche perfumes where they didn\u2019t really exist yet\u2014accessible without being mundane, provocative without being vulgar. The \u201cgun girl\u201d was born. Twenty years later, the market has changed. The niche space is saturated with new brands, new perfumers, and new stories. The fragrance consumer has matured, refined their olfactory vocabulary, and compared scents. And the most dynamic markets\u2014the Gulf, the Middle East, and Southeast Asia\u2014have olfactory codes that owe nothing to the aquatic aesthetic of the 1990s or the understated florals of traditional Parisian perfumery.<\/p>\n\n

Romano Ricci says it himself, between the lines of his introductory text: \u201cThe industry has come a long way since our beginnings. There are more and more perfume aficionados with in-depth knowledge who are seeking excellence and precision. \u201d These enthusiasts can be found in Dubai as well as Paris, in Seoul as well as Milan. The Bold Collection is, in part, a response to this tectonic shift.<\/p>\n\n

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The East as a creative compass<\/h2>\n\n

What stands out when exploring these four new fragrances is the consistency of their thematic focus. The collection does not stray from its core concept. It asserts a clear direction: the noble ingredients of Oriental perfumery, reimagined within a classic French framework.<\/p>\n\n

Madeleine Imp\u00e9riale is the most striking example of this cultural collision: the madeleine accord (an iconic French pastry, quintessentially Proustian) meets golden saffron and oud, two pillars of Arab perfumery. The bottle says, \u201cWhen French pastry meets Eastern culture\u201d\u2014but what unfolds in the fragrance goes beyond mere marketing syncretism. The opening note of blood orange\u2014vibrant and Mediterranean\u2014fades to make way for a confident, Eastern depth. The trail is no timid fusion. It makes a bold statement.<\/p>\n\n

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White Spirit explores a more modern tension. Sambac jasmine and tuberose open the fragrance\u2014white flowers of classic elegance\u2014followed by the sudden emergence of Amber Extreme and Ambroxan, two molecules that lend it that dry, magnetic depth so characteristic of Gulf perfumery. The name \u201cWhite Spirit\u201d plays on the idea of transparency, but the result is one of distinctly oriental density. Oil Fiction takes this concept even further: tuberose, saffron, amber, vanilla, patchouli\u2014a scent profile that would feel right at home in the souks of the Emirates. Only Liquid Illusion, centered around iris and heliotropine, remains firmly rooted in a European tradition. As if to tactfully remind us of where we come from.<\/p>\n\n

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\u201cAnything Goes\u201d: A Freedom Romano Ricci Grants Himself<\/h2>\n\n

In his note accompanying the collection, Romano Ricci writes: \u201cAccidental discoveries and unexpected creative turns are welcome.\u201d It\u2019s an elegant way of announcing a break with the past. The Bold Collection is not merely an extension of the existing line. It represents a refocusing of the brand\u2019s identity: the house is breaking free from an image that may have been too carefully crafted\u2014accessible provocation, the instantly recognizable pistol-shaped bottle\u2014to move toward something more ambitious in its conception of the scent\u2019s trail.<\/p>\n\n

The word \u201cbold\u201d doesn\u2019t just mean \u201cdaring.\u201d In perfumery, it also refers to a signature that doesn\u2019t hide, that doesn\u2019t try to go unnoticed. The four fragrances are crafted to last, to leave a mark on the skin, to create a presence. This is not perfumery of restraint. It is perfumery of self-assertion\u2014which, curiously, brings it closer to the olfactory traditions of the Middle East than to the restraint often championed by contemporary Parisian perfumery.<\/p>\n\n

\u201cThis collection is a celebration of perfumery for the most beautiful things it creates: surprise and the pursuit of the Sublime. \u201d Romano Ricci\u2019s words are beautiful. They also speak to the truth about the state of perfumery in 2026: the Sublime is no longer found solely in lightness, transparency, or \u201cnatural\u201d fragrances. It is also found in depth, in molecular complexity, and in ingredients that have traversed centuries and continents.<\/p>\n\n

What the collection really smells like<\/h2>\n\n

The real question, ultimately, is not whether Juliette has a gun will succeed in this shift. It is to understand what it signifies: that French niche perfumery can no longer pretend to ignore the markets that now account for a decisive share of global perfume consumption. The Bold Collection is sincere, meticulously crafted, and consistent in its vision. It smells good\u2014really good.<\/p>\n\n

But above all, it captures the spirit of its time.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Some collections simply exist, while others make a statement. Juliette has a gun\u2019s Bold Collection is one of the latter. Not because it\u2019s more intense or opulent\u2014as the press release…<\/p>\n","protected":false},"author":2,"featured_media":2060110,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[30114],"tags":[59115,81416,53253,78749],"class_list":["post-2077889","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty-and-perfumes","tag-juliette-has-a-gun","tag-niche-fragrance","tag-perfumery","tag-romano-ricci"],"_links":{"self":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2077889","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/comments?post=2077889"}],"version-history":[{"count":0,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2077889\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media\/2060110"}],"wp:attachment":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media?parent=2077889"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/categories?post=2077889"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/tags?post=2077889"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}