Maison Francis Kurkdjian – 724 – The award for most unimaginative and uninspiring release for 2022 goes to Francis Kurkdjian for his 724 from his eponymous line. The other day I was walking through a local perfume boutique and stumbled across 724. I was somewhat taken aback as I’d just seen the online promotional material advertising for it that day. I’m pretty sure it stated that it was due for worldwide release in September. So, to find it here in Australia (where we never seem to receive new releases promptly) before that date was surprising.
Anyway, it turns out it’s a disappointment. The scent is a reworking/reissue of 754, which was a collab with the US high-end store Bergdorf Goodman. I’ve never tried that one, so I’ve no idea how it compares. But, I can compare it to Aqua Universalis and every other “Aqua” the brand has released. Indeed, the resemblance to those scents is uncanny. The white musks, the faint white florals, and the bright aldehydes and citruses are here in all their laundry room glory.
I’m a fan of Aqua Universalis and the like, but I already own it. I find it hard to believe we need another iteration of that scent. After all, he did three new “Aqua” cologne versions last year, didn’t he? 724 does little to further the art of perfumery. The press release, which aligns 724 with urban landscapes and describes the sense of big city vibes the scent conveys, is utterly nonsensical. Perhaps a laundromat in Midtown Manhattan inspired the perfume? Hopefully, the brand will give us more exciting fare in future years. Or is it that Francis Kurkdjian is too busy working on the latest masterpiece for Dior to concentrate on his own line? Hmmm.
Have you tried the latest MFK? Are you a fan of his “Aqua” line?
First Image courtesy of franciskurkdjian.com. Sweetpea image is my own.