Crescendo by Lanvin c1958

Crescendo by Lanvin: launched in 1958, but the name was trademarked in 1939 as the perfume reportedly took 20 years to be perfected by Andre Fraysse.

My Sin by Lanvin c1924

The design house of Lanvin was a pioneer in the perfume industry, among the first to offer fragrances as part of a broader collection. One of its most intriguing and evocative creations was My Sin, launched in 1924. Initially trademarked in Paris under the name Mon Péché, the perfume was reintroduced to the United States under the name My Sin in 1925, where it became an immediate success. But why choose the name "My Sin"? What does it convey? The phrase is an English expression, pronounced as “my sin”. The word “sin” typically refers to an immoral act or a transgression against divine law, which imbues the name with a sense of forbidden allure. The term evokes imagery of guilt, temptation, and indulgence, appealing to the more decadent, daring side of femininity. It suggests a transgressive pleasure, as if the wearer is embracing a small, personal rebellion or flirtation with the idea of excess.

The name would have stirred emotions of both allure and danger. The word “sin” in this context could be seen as a metaphor for the powerful and irresistible appeal of the fragrance, suggesting something that women might be tempted to wear to make a statement or to evoke a sense of mystery and sophistication. The emotions it evokes are undoubtedly complex — combining the allure of something forbidden with the excitement of indulging in one’s desires. The name could have resonated with women seeking an expression of both independence and sensuality in the 1920s, a time when women were breaking free from previous social constraints and embracing new, liberated identities.

1924, the year My Sin was created, was during the roaring 1920s, a period characterized by exuberance, hedonism, and a dramatic shift in societal norms. Known as the Jazz Age, this time period saw women, dubbed flappers, shedding the restrictive fashions of the previous century and embracing shorter hair, shorter skirts, and more relaxed styles. The era was marked by the rise of the Art Deco movement, which celebrated modernity, innovation, and sleek, geometric designs. Women during this period were becoming more liberated, both socially and sexually, embracing their freedom to express themselves in new ways. My Sin, with its bold name and daring fragrance, would have resonated strongly with these women, who were willing to experiment with their appearances and behavior, making a statement that combined sophistication with a hint of rebellion. To wear My Sin would be to embrace the sensual, confident, and sometimes audacious spirit of the time.

My Sin was created through a collaboration between Firmenich and Madame Maria Zede, an experienced nose working with Gabilla Perfumerie. Gabilla had originally introduced the perfume in 1920, but it was under the direction of Jeanne Lanvin that it became a global sensation. Lanvin's keen understanding of the American market, combined with her ability to work with experienced perfume houses, helped My Sin transcend its initial failure in Paris and become a hit in the United States. According to Charles Panati in Extraordinary Origins of Everyday Things, Lanvin took what had initially failed in Paris and "capitalized on the American desire for French perfumes," renaming it My Sin and turning it into a resounding success in America. The perfume's success was not just due to its scent but also its association with French glamour, luxury, and artistry, making it immensely appealing to American women during the 1920s.