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Serviette’s official launch at Stéle was marked with a party at the store’s Nolita location. Guests were welcomed by a five-foot embroidered serviette hanging by the entrance and a table setting to rival dinner at Wolterton Hall, stopping by for a glass of bubbly and a chance to smell the fragrances in person.
“I will be dreaming of a few of Serviette’s fragrances,” wrote beauty creator Cierra Taylor. “Very hard to pick a favorite,” added Christina Loff of Dry Down Diaries. Other glowing reviews were not committed to text, but rather swallowed by the din of hopefully engaging, champagne-soaked conversation.
Each of the four fragrances was set up as a decorous place setting alongside an embroidered serviette, with a menu listing the fragrance’s notes and a hero ingredient to showcase the standout note of each. Fresh raspberries for Ruche, a rippled bergamot for Frisson D’Hiver, a tenebrous rose for Byronic Hero, and a stalk of rhubarb for Sour Diesel.
The evening was a physical expression of what Serviette hoped to be from the outset: fragrance treated as culture, ritual, and conversation rather than simply product.