Launched in 1982, Fleur de Fleurs by Nina Ricci bears a name that reflects the romantic elegance of the brand. The phrase "Fleur de Fleurs," French for "Flower of Flowers," is pronounced "flur duh flur". This evocative name suggests a bouquet of the finest blossoms, carefully chosen to create an unparalleled fragrance. The repetition of the word fleur emphasizes abundance and luxury, conjuring images of lush, blooming gardens filled with radiant florals. In Europe, the fragrance was marketed as Eau de Fleurs, reflecting the delicate and fresh nature of the scent. However, as Jean-Louis Ricci explained in 1981, American audiences preferred stronger, more concentrated fragrances and were less receptive to the term eau (water). Thus, the name Fleur de Fleurs was adapted for the U.S. market, better aligning with its image of refined femininity.
The early 1980s were a time of transformation, marked by contrasts between opulence and understated sophistication. In fashion, the era saw the rise of bold power dressing, with sharp-shouldered blazers and jewel tones, yet there was also a nod to softer, more romantic trends, such as flowing fabrics and romantic pastel hues. Women sought to balance strength and femininity, embodying both independence and grace. Against this backdrop, Fleur de Fleurs offered a scent that captured this duality.
Unlike the heavy, overtly sweet perfumes popular in the U.S., this fragrance was delicately refined—a reflection of European sensibilities. Women drawn to Fleur de Fleurs would have likely appreciated its subtle sophistication, preferring it as an enhancement of their natural allure rather than an overpowering statement. The name and scent both suggested a timeless elegance, resonating with women who valued beauty rooted in nature and tradition.
