The world’s leading fragrance-only fragrance house, CPL Aromas, is working with the fashion and trends guru, the writer Tony Glenville.
Tony Glenville is Consultant Creative Director at London College of Fashion (LCF), University of the Arts London. He is also Couture Editor for Luxure magazine. In his new role, he will publish regular online articles written for CPL Aromas’ website.
He has a prolific career in writing as a fashion journalist covering the major fashion scene, haute couture and London and Paris Fashion Weeks as well as travelling to wherever the fashion trail might lead - from Sri Lanka to Odessa.
Tony Glenville is an author of the books Top to Toe, a guide to men's grooming and New Icons of Fashion Illustration. Other journalism assignments include work with NOWFASHION, Schön!, Antidote, Lash, Narcisse and Renaissance magazines. He works closely with Fashion Scout and is a judge at Graduate Fashion Week.
Commenting on his appointment by CPL Aromas, he said: “In fragrance, beauty and fashion we are never looking at where we are but where we are going next”. CPL Aromas plays an important role in predicting the future of fragrance fashions and has a 12 year history of working with the London College of Fashion. The company recently re-branded with the aim of further underlining the work its teams around the world play in leading and tapping into forthcoming trends.
“Fragrance and fashion have one thing in common at the moment,” said Tony Glenville. “There is no such thing as a global best-seller. As with clothes, so with fragrances: we are all becoming less alike not more alike and national characteristics are reflected in fashions. As Miuccia Prada once said to me: ‘You can’t demolish 3000 years of history for a country’. There was once an expectation that a woman getting off a ‘plane from Hong Kong would arrive in London or New York looking the same as the fashionable women in that destination. This isn’t the case now. I look forward to working with CPL Aromas around the world to ask the interesting questions about ‘what’s next?’”.
Tony Glenville began his illustrious journey in the 70s and 80s where he worked across the world from Brazil to Tokyo as a forecaster and consultant to many brands, finally settling back in London with Sir Terence Conran as in-house forecaster for the Storehouse Group (owners of high street brands that included BHS and Mothercare).
In 1990, he became a full-time fashion journalist working with The Independent and many other newspapers and publications. From 1996 until 2000 Tony Glenville was with Condé Nast based in Australia, and also worked in Asia Pacific, in Hong Kong, Japan, Korea and Taiwan.
Throughout his working life, Tony Glenville has always been involved in covering not only the catwalk but also exhibitions, showroom and press day events seasonally, for both womenswear and menswear. He also works with hair, beauty and accessories across the fashion spectrum.
He says: “It is the new and the innovative that I seek out - from the first rail of clothes to memorable first collections such as Jean-Paul Gaultier, Martin Margiela, Comme des Garcons and Yohji Yamamoto. Front row or backstage, sketching or interviewing, this is the impetus for much of each season from Christian Dior haute couture to H & M”.
He points out that predicting trends involves so much more than the latest colour or scent. It involves practices across a sector too. For example, he points out, once bespoke fragrances were out of the ordinary. Now, there are numerous fragrance houses offering bespoke. “Fashion isn’t just about clothes. It’s about people. One of the trends will, I think, be the rise in niche fragrances aimed at particular groups of people. Brands need to be conscious of who they are producing for and why. For instance, there are few eco-fragrances around but ethical fashion is set to play a more important role and this I think will be an area for development. The integrity of what brands do will become more important to many people. Watching trends amongst young people is fascinating: there is a new group of young teenagers who are anti-drugs, anti-alcohol and anti-tattoos. They are rebelling against their parents, just as previous groups of young people have done. The biggest growth area for sales of printed books is amongst 11-14 year olds. Watch this space as it will be interesting”.
He concluded: “I predict there will be fewer volume fragrances; fewer global trends and even more niche fragrances; more attention paid to local trends and cultures; and more interest in ethical and sustainable sourcing”.
Angela Stavrevska, UK Creative Director and Perfumer for CPL Aromas, said: “We are so thrilled to have Tony Glenville involved as a freelance fashion writer for our website. We are confident that he will be coming up with many interesting and thought-provoking pieces. Tony has a fantastic history in fashion journalism and with the LCF, and it is a real coup for CPL Aromas to be working with him in this way.”