- Tomi Ahmed Perfumer:
Tomi Ahmed is a prominent figure in the world of perfumery, co - founding the innovative fragrance brand ii uvo. His journey into the realm of scent is an interesting one, influenced by his diverse background and experiences.
Ahmed, along with his partner Leo Gibbon, established ii uvo in 2015. The brand's name is derived from the Latin word "iuvō", meaning "to help, gratify, please and delight", which reflects their intention behind creating scents. Their creative process is unique as they draw inspiration from various sources such as music, film, and photography. For instance, the Woodgrain scented candle from ii uvo was inspired by southern rap. Ahmed listed references like the Texas rapper Bun B, Iceberg Slim's 1967 memoir "Pimp: The Story of My Life", and the woody interior of a Cadillac. This shows how they blend different cultural elements to create olfactory experiences.
Ahmed's own background also plays a significant role in his approach to perfumery. Growing up, he shuttled between South London and his mother's native Nigeria, which exposed him to different cultures and sensibilities. His initial foray into the world of fashion, working at the Comme des Gar?ons - owned fashion emporium Dover Street Market in London, was a transformative experience. He described it as "like exposing a kid that’s never had sugar to a candy store", as it broadened his perspective on consumerism, ideology, and the concept of art in the context of retail. This exposure likely influenced his approach to creating a fragrance brand that challenges traditional norms.
The brand ii uvo, under Ahmed's artistic direction, has been making waves in the fragrance industry. They released their first installment of gender - neutral perfumes (Soigné, Gilot, and Fonteyn) in 2017, which were well - received and are now sold at prestigious retailers like Harrods and Selfridges in London, and Totokaelo in Seattle and New York. Their product range also includes scented candles, some of which have been the result of collaborations with artists. For example, they collaborated with the Mexican artist Stefan Brüggemann on one of their best - selling candles. This candle, with its dark, glitter - flecked wax and notes of sichuan pepper, was later reconfigured into a woody, spicy, and slightly fruity perfume.
Ahmed's vision for ii uvo extends beyond just creating scents. The brand is also involved in other creative endeavors such as exhibitions and is set to launch a record label, m andark. Their upcoming perfume "Rave" is a testament to their innovative approach. It references the club culture that evolved from British nightspots like the Ha?ienda and combines hints of white lotus flower and ambergris with an "ecstasy accord" to evoke the sensation of MDMA - induced euphoria.
In summary, Tomi Ahmed, through his brand ii uvo, is challenging the boundaries of what a perfume can be. By integrating different art forms and cultural references, he is creating a multi - sensory and immersive experience for consumers, making him a notable and innovative perfumer in the contemporary fragrance landscape.
