Maison Francis Kurkdjian has relaunched its A Part of Me fragrance concept, known affectionately as APOM for short. While the scent itself is new, the name revisits a duo of perfumes for men and women, first launched in 2009.
Francis Kurkdjian showcasing his new fragrance, APOM. Photo: Courtesy of Maison Francis Kurkdjian
This new fragrance is designed as a unisex scent, combining the finest elements of the original versions: the feminine scent’s warm, sun-kissed sensuality and the masculine scent’s upscale appeal. The result is a radiant, ambery, floral, fougere fragrance that leaves a lasting impression.
He explains that perfume is a personal signature, something left behind with every interaction, a part of oneself. By blending both the feminine and masculine versions into one unisex fragrance, Kurkdjian has now created a scent that defies gender, focusing instead on emotional connection and personal expression. Kurkdjian shares,”APOM Pour Femme and APOM Pour Homme were two perfumes emanating from a single olfactory matrix, the combination of lavender and orange blossom over a sweet amber base.”
Behind the scenes with Francis Kurkdjian as he unveils his latest fragrance, APOM. Photo: Courtesy of Maison Francis Kurkdjian
“At my maison, I have the freedom to revisit my own legacy. With the new APOM, I took the best of both,” says Kurkdjian. This modern rendition of APOM reflects his personal journey, with the original duos of fragrances profoundly shaped by his travels to Lebanon, a land abundant in history and natural beauty. “APOM is an inspiration that came to me from the beauty of men and women, from the harmonious colors and flavors of the Middle East so often told to me by my grandmother, and that I rediscovered during my travels to Lebanon. APOM is the power and softness of citrus blossoms and warm woods,” adds Kurkdjian.
In revisiting APOM, Kurkdjian exercised a creative process similar to pentimento, a term used in art when a work is revisited or altered over time. In this new version, APOM retains the familiar notes that longtime fans of the Maison will recognize. It starts with a blend of lavender and orange blossom over a warm, sweet amber base. The fragrance opens with bright top notes of neroli, then develops into a floral heart with aromatic lavender. Vanilla and white musk add warmth and depth, making it an intimate scent that feels like an extension of the wearer’s personality.
To celebrate this relaunch, Kurkdjian went beyond traditional perfume marketing, collaborating with filmmaker Cyril Teste to produce a five-minute cinematic tribute to APOM. Moving away from the trend of short-form, quick-hit videos that dominate social media, Kurkdjian embraced the “luxury of time,” creating a more thoughtful, artistic representation of the fragrance’s story, showcasing his creative evolution.
