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Gert-Johan Coetzee is rolling out his new multi-fragrance collection, with the official launch on Thursday, 13 August. There are six scents on offer, and the renowned fashion designer casts the spotlight on Uncontainable as the flagship product.
Officially, the collection has been six years in the making; however, Gert-Johan explained that, technically, it had been brewing for much longer.
Just like fashion, Gert-Johan says, fragrance can communicate a certain message about its wearer before they even utter a single word.
From inception to implementation
Having spent more than two decades finessing his hand at creating world-class fashion, the designer is confident that he now understands the Gert-Johan Coetzee woman and man on a much deeper level. From how they want their garments to make them feel to how they command the rooms they occupy, and even how they want to be remembered after they leave, Gert-Johan says fragrance felt like a natural progression for the brand.
The wheels were set in motion when Gert-Johan visited Grasse in France, which prides itself on its rich fine perfumery heritage, and immersed himself in the town's world of fragrance oils.
“I wanted this to be approached with the same seriousness that we bring to couture. That is also why these fragrances are Extraits de Parfum, with a 35% fragrance oil concentration,” he said.
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The entrepreneur dreamt bigger than just putting a name on a bottle - he envisioned a product with substance, longevity and its own identity because, for him, fragrance dresses the memory the same way fashion dresses the body.
There’s a science to fragrance
In fashion, there is evening wear, sleepwear, activewear, and other types of clothing suitable for particular occasions, and fragrance follows a similar path.
Connoisseurs know there’s a scent one would wear at the breakfast table that just would not work for a night out on the town. Gert-Johan clarified that perfume changes according to one’s skin, climate, environment and how much is applied.
“Because our collection is made at a 35% fragrance oil concentration, these are substantial fragrances. Sometimes the difference between wearing one beautifully at midday and wearing it dramatically at midnight is simply how you apply it,” he adds.
There was a lot of intentionality behind his collection, and he added that the six fragrances were created to symbolise six different moods and personalities.
Gert-Johan is fascinated by what he calls a fragrance wardrobe - choosing your scent in the morning in the same way you choose what you are going to wear. “Sometimes you want to whisper. Sometimes you want to make an entrance.”
Globally competitive, locally rooted
Celebrities across the world have been adding 'fragrance entrepreneur' to their profiles for many years; however, there’s a distinct difference between this and a product designed by a fashion house. For the internationally acclaimed designer, this was not just a box to tick.
“South Africa has an incredibly sophisticated luxury consumer. We understand international brands, we travel, we know quality and we are increasingly confident about buying something exceptional that carries a South African name. I think that represents an enormous opportunity,” Gert-Johan explained.
Gert-Johan wants to dismantle the notion that luxury has to arrive in South Africa from elsewhere, and asserts that this country’s creativity can simultaneously be locally rooted and globally competitive.
“But I also don't think the market needs more local products simply for the sake of being local. It needs excellent local products. The standard has to be international.”
He believes that this must be reflected not just in what’s inside the bottle, but also in the design, packaging, and storytelling. The expectation is not for consumers to support this venture solely for its origins, but because it is so compelling that being South African is merely an additional point of pride.
The designer is hopeful that the fragrances will deepen his connection with existing customers and introduce his brand to a wider audience.
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