The discipline, authority and fearlessness of the horseman fits seamlessly into the story of the Aventus wearer. Whilst today, his steed carries itself on tyres instead of hooves, and his valour is tested in the boardroom not the battlefield, the Aventus man prides himself on the same qualities as the historic knight – integrity, strength, determination. This identity, expressed deftly through the elegance of the Aventus fragrance, is the pinnacle of the contemporary man, yet with roots in such rich history, there is an implication of a more enduring, perennial nature to these traits.
It is little wonder that this icon of contemporary masculinity has inspired a photography series to honour Creed’s iconic fragrance for him, Aventus. However, alongside this homage to the modern horseman, there is another aspect to this thematic choice – a nod to The House of Creed’s rich tailoring heritage. Working for the illustrious royal courts of Britain and France, Henry Creed – ancestor of the current master perfumier Olivier – is known to have worked on equestrian tailoring, in particular the creation of a riding habit for Queen Victoria in 1885, and this inspiration is present throughout the series.
Discover more about the history of The House of Creed here.
This article is an extract from the Second Edition Creed Book. If you would like to get your hands on future copies, please sign up to our newsletter via the link in the footer below.