The perfume Qui Es-Tu? by Rosine was launched in 1926, a time period characterized by profound cultural and social changes, particularly for women. The Roaring Twenties, or the Jazz Age, was an era of liberation and modernity following the end of World War I. This decade witnessed significant shifts in fashion, art, and societal norms. Women were increasingly asserting their independence, gaining the right to vote in many countries, and exploring new freedoms in both their personal and public lives. The flapper style emerged, symbolizing a break from traditional roles, with women adopting shorter hairstyles, wearing more daring clothing, and embracing a lifestyle that included greater social and sexual freedom.
The name Qui Es-Tu?, meaning "Who are you?" in French, is particularly fitting for a perfume launched in this transformative period. Perfumes are deeply personal and often seen as an extension of one’s identity. By naming the fragrance "Who are you?", it suggests a reflection on identity and individuality, resonating with the contemporary woman who was navigating a rapidly changing world and redefining her role within it. The question implies a sense of introspection and self-discovery, encouraging the wearer to consider her own uniqueness and personal style.
Henri Alméras, the creator of the perfume, and Paul Poiret, the influential fashion designer and founder of Parfums de Rosine, were both known for their innovative and bold approaches. Poiret, in particular, was a pioneer in freeing women from the constraints of the corset and embracing more fluid and artistic expressions of fashion. The choice of a name like Qui Es-Tu? reflects Poiret's avant-garde vision and his understanding of the contemporary woman’s quest for identity and self-expression.
The appeal of this name to women of the 1920s lies in its alignment with the spirit of the times. As women were exploring new roles and asserting their independence, a perfume that posed a question about identity would naturally resonate. It wasn’t merely about the scent but about what the scent represented—an exploration of self, an invitation to define oneself beyond societal expectations, and a celebration of individuality. Women of that era would find this name appealing because it mirrored their own experiences and aspirations, making them feel understood and empowered.
In essence, the name Qui Es-Tu? could be seen as both the perfume asking its wearer to contemplate her identity and the wearer asking the world to recognize and acknowledge her true self. It encapsulates the dynamic interplay between personal introspection and societal recognition, making it a powerful and relevant choice for the modern woman of the 1920s.
