Laura de Coninck is a visual artist who combines her art projects with beauty journalism. She was the first in Belgium to obtain a master’s in Olfactory Art. Her innovative approach to blending different forms of artistic expression has led to a unique collaboration with Hedgren.
Freedom of movement, a core value of Hedgren, is so important to us that we have bottled the experience. Together with master perfumer Sonia Constant, Belgian artist Laura de Coninck has translated our passion for freedom of movement into a gender-neutral fragrance. With Hedgren’s values of being intuitive, smart, and authentic in mind, they have created a high-end fragrance that is simultaneously energetic and down-to-earth.
Laura is constantly looking for ways to communicate feelings and evoke emotions. She finds scent a perfect way to do this, approaching it differently than a traditional perfumer. She works with scent in the same way she works with paint. She identifies a raw material she likes, adds to it, looks at it – in this case, sniffs it – and continues adding until she achieves the desired composition. For instance, she combines elderflower with cedar wood just as she would mix yellow with blue.
The creation of our first Hedgren perfume brings Laura’s dream to life. Through this partnership, Laura combines the art of painting and fragrance with complete artistic freedom. Hedgren’s new perfume evokes the joy of the first bike ride in summer: fresh green scents of sun-awakened grass, wild herbs, elder and linden blossom, with hints of green fig, bergamot, and invigorating yuzu, rising up from an earthy, woody base of vetiver and cedar. The perfume also has a hint of sun cream, the crisp green aroma of petitgrain, and the spicy tang of pink pepper. A dash of leather and metal evoke the feel of Hedgren bags, softened by musk and amber.
Hedgren EAU de PARFUM is a discreet, gender-neutral scent with a perfect balance of fine ingredients. Laura was given complete artistic freedom in creating the perfume. Hedgren followed her journey closely, with its crew shuttling between Antwerp and Paris in the wake of Laura and her ingredient-packed Hedgren luggage. ‘What’s your move?’ is all about what gets people going – both literally and emotionally. Laura’s dream was to combine visual art and the creation of fragrance. Hedgren EAU de PARFUM sets that dream in motion. We hope that this scent will move and inspire you in turn.
