Yesterday we looked at gardenias; those gorgeous, perturbing flowers I am somewhat obsessed with (though I don’t know quite why I am writing about them at the moment when their blooming is so far off…outside the snow is still melting from the huge snowfall of Monday….)
While the Chanel Gardenia template is one direction that perfumers can go in; nipping it in the bud and giving it propriety, taming a flower which is something of an animal when all is said and done as it stands there, immobile, feverish and lurid under cold moonlight, other perfumers embrace this disconcerting angle of gardenias and fill their scents with it ( the carnal flower by Santa Maria Novella comes to mind in particular). A certain Madonna/whore dichotomy exists then with this flower: few perfumers take the gardenia out of these traditional moulds and inject it with modern verve.
Whether or not I can convincingly talk of Rush by Gucci as a gardenia I am not sure, but the flower is certainly there in the fore and back ground of this scent, sucked out violently from its clandestine lunar hedgerows and thrust, almost uncomfortably, into the twenty first century sass of the urban mall where teenagers strut, chew gum, and toss back their hair, to the easy, friendly bitchiness of this fragrance’s jeans-and-t-shirt vibe. I am not sure if Rush is still popular, as 1999 is quite a long time ago in modern perfumery terms, though my guess is that it still would be. Although the majority of recent mainstream releases lack a hook, a chorus you can sing along to and remember, certain perfumes do succeed in locking into their DNA a refrain, a simple accord that rings true. Perfumes like Beautiful, which I am fond of, still sell by the bucketload for this very reason……you can remember them.
So once in a while a product arrives in the vastly overcrowded fragrance market that is new yet somehow familiar, striking a nerve like a characterful person you’ve not met before, yet immediately take to: Gucci’s Rush, in its iconoclastic plastic red oblong bottle, was one such perfume. It was the Obsession of the early 2000’s – a legible perfume with a message – a sexy, unpretentious, direct hit. As soon as Tom Ford was given the scent strip by his perfumer he apparently said yes, immediately, without second thought, not even bothering to sample the other applications for the brief. He knew a money-winner when he smelled one.
The perfume is simple and streamlined with four main features: a fresh, leaf-green note with hints of coriander; a lactonic apricot with the touch of white chocolate; a lingering skin-musk patchouli that lasts all day: and draped over this, with its holographic petals, a sexy modern gardenia (a concept of the flower rather than a botanical reconstruction), with Bulgarian rose and a hint of vanilla.
This accord in Rush is both immediate and effective; odd, with its mix of cream and green, and it certainly doesn’t smell expensive. Yet it is very memorable, and smelling it again recently brought back vivid memories of a trip to Taiwan, where my friend, a Ms Katherine Ng, used to drench herself in the stuff. Fourteen years later it is still very appealing.