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People have been trying to sell each other things since the dawn of time. An increased awareness of the forces that drive these sales seems positive in theory, but has it brought us to a place where we applaud the very act of selling rather than the good that’s being sold?
A Substack article by trend writer Emily Sundberg exploring the recent cultural awareness of marketing tactics has prompted some necessary reflections. Brands’ comment sections on social media are routinely inundated with comments applauding their clever marketing strategies (“the marketing team deserves a raise!”) regardless of what’s actually being sold. Of course, it’s important to differentiate yourself from the crowd. But the fact that we are seemingly more invested in the means of selling than the product itself certainly speaks to our current cultural state of affairs.
Equally intriguing is an increasing emphasis on visuals—bulbous, palm-sized perfume bottles that could be oversized vapes, or topless celebrities gallivanting through wild nature—without regard for deeper storytelling. What does it all boil down to? Visuals are one way of telling a story, though lately it seems they often precede the underlying thought they’re ultimately trying to communicate. This speaks to a shift away from intention and narrative. We crave a POV.
Serviette was created with the idea of “good taste” in mind; our debut campaign tells a story of layered class dynamics by playing with and subverting “tasteful” symbology. Set in a hotel room, which signifies decorum while simultaneously acting as a space for respite, debauchery, and even self expression, we examined three different characters on each side of the service. It shows the difference between the careful, almost ritual-like way people prepare things—order, polish, serve—versus the messy, carefree way the space is actually lived in. By showing that contrast, it hints at cultural capital: how taste, class, and behavior signal status and identity.
The serviette itself is a physical go-between and a symbol of transience. A memento, a piece of evidence, or something that simply needs to be reset. Every scent is designed as an invitation to look deeper into culture; Frisson D’Hiver, for example, is named after a great Alfred de Musset poem.
We believe that fragrance can (and should) tell a story. Whether you’re spritzing Byronic Hero on your serviette to embrace your inner Victorian antihero or dousing yourself in Ruche to embody the ephemerality of summer and youth itself, Serviette encourages you to explore the latent narrative potential of fragrance, always letting your taste be your guide. After all, there’s more than just the image.