Tuesday, March 16, 2010

Review: Aire Loco by Loewe

Known by many as a serious leather and fashion house, Loewe is undoubtedly also a serious perfume house. Like Chanel and Hermes, Loewe's appointment of an in-house perfumer, Emilio Valeros, certainly paid off big time. I personally enjoy most of their fragrances, as I usually do if they come packaged with a strong concept. The Aire family started with Aire Loewe, the classic green chypre, in 1985, which is still my favourite of the Loewe lot.

Aire Loco is the newest lady to join the Aire family and she is your modern survivor with unspeakable secrets. She is a seductress and a voyeur. She is the inner thoughts of your wives and girlfriends. It was only after reading the press release that the advertorial campaigns made sense. Even if they didn't, they were still provocatively enticing.

Aire Loco opens with a platter of fresh and energetic citrus peels that are clean, tarty, and mildy peppered. The heart is almost edible with passionfruit and sambac jasmine. It is quite a challenge to feature fruity and floral notes together without them working against each other but I think the perfumers have done a wonderful job with Aire Loco. The fruitiness and florals are so interdependant that you'd think they come from the same tree. The base is woody and spicy with notes of cardamon, patchouli and cedarwood. 

What do I think of this? I love it, because a fresh, fruity fragrance that when worn will make others still take you seriously is hard to come by. Despite the campaigns, I find this perfume very unisex. The twisted bottle and akwardly off-centered cap are symbolic of  the craziness of today's women. I agree. lol.

The perfumers of Aire Loewe are Yves Cassar and Carlos Benaim.

Rating: ****1/2

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