# 20s-Inspired Luxury Fragrances Chicago High Takes Inspiration from the Celebrations of Jay Gatsby By Laura McQuarrie | Published 2020-07-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/luxury-fragrances References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/Vilhelm_Parfumerie_revisits_the_roaring_twenties_with_Chicago_High_fragrance/167672) & [vilhelmparfumerie](https://vilhelmparfumerie.com/) At the end of 2019 and the start of 2020, there was a lot of talk about the start of a new decade being the "roaring 20s" all over again and [luxury fragrances](https://www.trendhunter.com/trends/af001) brand Vilhelm Parfumerie is introducing a new scent called [Chicago High](https://www.trendhunter.com/trends/lucky-shorts) that references the past era. The fragrance takes inspiration from the "wild celebrations" of Jay Gatsby in the 1920s and is actually structured like a perfume from the 20th century. As such, the scent promises to take people back in time. The luxury Chicago High fragrance boasts [top notes of champagne](https://www.trendhunter.com/trends/pepe-jeans-london-fragrances), as well as brightness from pineapple and bergamot, along with mid and base notes of honey, tobacco, leather, patchouli and amber. As Vilhelm Parfumerie's Jan Ahlgren says, "I wanted to express that effervescent feeling of a time period that was drawing to a close, but also the idea that there were hidden depths to all that glamour, a rhyme and reason for such luxurious pursuits, not just a decadence of society." Image Credit: Vilhelm Parfumerie ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 47% | Activity: 33% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Retro-inspired Fragrances:** Opportunity to create fragrances inspired by different eras and tap into consumers' nostalgia. - **Multi-sensory Experiences:** Potential to enhance fragrance experiences by incorporating other senses, such as sound and imagery. - **Luxury Personalization:** Opportunity to offer personalized fragrance experiences and cater to individual preferences. ### Who This Affects Most - **Fragrance:** Fragrance brands can create new products that tap into nostalgia and offer personalized experiences. - **Luxury Goods:** Luxury brands can enhance customer experiences by offering multi-sensory experiences and personalization. - **Beauty:** Beauty companies can leverage nostalgia and personalization to create unique fragrance offerings. ## Related on Trend Hunter - [Nostalgic Getaway Fragrances](https://www.trendhunter.com/trends/grand-cuvee.md) - [Sensorial Spring Scent Releases](https://www.trendhunter.com/trends/gaspard-premier.md) - [Timeless Literary-Inspired Fragrances](https://www.trendhunter.com/trends/immortal-perfumes.md) - [Scent-Inspired Dining Experiences](https://www.trendhunter.com/trends/phlurs-afterglow-dinner.md) - [Richly Scented Fragrances](https://www.trendhunter.com/trends/the-rservation-fragrances.md) - [Elevated 20s-Inspired Cocktails](https://www.trendhunter.com/trends/champslyses-cocktail.md) - [Storytelling Literary Perfumes](https://www.trendhunter.com/trends/dotto-fragrances-literature-collection.md) - [Mixology-Inspired Perfumes](https://www.trendhunter.com/trends/mixologist-parfums.md) - [Long-Lasting Luxury Perfumes](https://www.trendhunter.com/trends/infiniment-coty-paris.md)