Fashion

7 Things We Love About French Perfumer Erwin Creed

Erwin Creed is the seventh-generation perfumer for House of Creed, which opened a boutique in the Miami Design District.
Erwin Creed is the seventh-generation perfumer for House of Creed, which opened a boutique in the Miami Design District.

Step into the House of Creed boutique in the Miami Design District – the storied French perfume brand’s third North American location – and prepare to be spritzed with something you’ll dream about for years to come. Creed has built its reputation through decades of making royals, socialites and the rest of us smell like Bulgarian rose, Italian bergamot and Indian verbena. We spent some time spritzing with Erwin Creed, the brand’s seventh-generation perfumer, who was in town for the store’s A-list opening. Creed, 36, lives in Paris with his girlfriend and baby daughter, and we found seven things to love about him as much as we love his fragrances: 

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Inside the Creed boutique at the Miami Design District.

1. His sense of style

“I wanted to get into fashion.”

2. His favorite Creed perfume

“They are all my babies. I cannot choose.”

3. His love of travel

“Traveling the world for ingredients is the best part of my job. Especially Italy.”

4. His dream scent

I love racing cars and the smell of gas mixed with oil.”

5. His second-favorite sense

“I listen to everything from rap to classical music, so hearing would be my pick.”

6. His advice for applying perfume

“Never under your nose. If you do, your nose will get used to it, and you won’t enjoy it. Three heavy spritzes on your wrist pulse points, then take them to your neck behind your ears.”

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Creed is one of the world's oldest privately owned perfume houses.

7. His lessons from Mom

My mom would make delicious fish, but it was a simple recipe so I could really taste the flavor of the fish. Making a scent is similar. Sometimes we don’t have many ingredients, just a few to make it perfect.”

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Creed's boutique in the Miami Design District.

House of Creed, 151 Northeast 41st Street, Suite 143, Miami; 305-573-9495; creedboutique.com

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