The house of Chanel has reportedly purchased more land in southern France to secure supplies of jasmine, which is the key ingredient in its iconic perfume. Chanel is known for reimagining the modern relationship with classic silhouettes such as the tweed suit, but also for its famous and coveted luxury perfume, Chanel No. 5.
According to Reuters, the fashion giant has purchased extra flower fields in Grasse, France, after it had expressed concern that the ingredient for its first and best-selling perfume is disappearing.
Chanel has bought an additional 10 hectares of land, adding to the 20 hectares on which it already grows jasmine flowers.
According to Reuters, Chanel’s purchase of an additional 100 000 square meters of property is to supplement the area of double that size it already utilises in a relationship with the Mul family.
The luxury house entered into an agreement with the now-iconic farming family in Grasse in the late 1980s.
Grasse is also known as the world’s perfume capital.
According to the Irish Times, 1 000 jasmine flowers from the Mul farm are used in each bottle of Chanel No. 5.
The Covid-19 pandemic had no impact on the farm’s operations, according to the owner, because pickers were able to work outside.
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