Thameen London has announced a transformative chapter under the vision of Christopher Chong, the newly appointed Brand & Artistic Director.
Joining forces with CEO David Crickmore, Chong aims to redefine the global creative and commercial landscape of Thameen, bringing a fresh and innovative perspective to the brand.
We interviewed Christopher Chong to gain insight into his mind and the creativity he aims to bring to Thameen. Reflecting on his new role, Chong shares, “I’m delighted to oversee all brand and fragrance developments at Thameen London. Collaborating with world-renowned perfumers, I plan to bring a progressive olfactive evolution that is inspired by various cultures and synergized with unique storytelling. ”Chong’s illustrious career spans over a decade of success at the prestigious fragrance house Amouage, where he revolutionized the brand’s global reach.
Known for his unorthodox approach and multi- disciplinary background in literature and classical music, Chong brings a unique flair to perfumery, blending art and emotion into each creation.
At Thameen, Chong is set to work closely with perfumers in Grasse, Paris, Geneva, and New York, crafting new fragrances and expanding product categories. His approach to scent creation has earned him international acclaim, with numerous lectures and masterclasses attesting to his expertise. Chong’s journey in the fragrance industry began 18 years ago, without formal training in perfumery.
He quickly became a trailblazer, introducing the concept of storytelling in perfume creation, a practice now widely adopted. In 2019, Chong took a well-deserved break to recharge his creative energy. During this time, the pandemic provided a unique opportunity for reflection and growth.
This period of introspection led to a refined approach to creativity, emphasizing harmony with nature and a deeper understanding of ingredients and formulations. “Thameen London is committed to focusing on the development of the artistry in perfumery that we will continue to find new styles that are not commonly available,” says Chong. “We don’t see it as a challenge, we see it as our mission, that we are overseeing an artform, an artform that is wearable. We see it as a fine balance of commercial art that speaks to each one of us individually, with a unique style, in a voice that we all understand.”
One of Chong’s standout creations at Thameen is “Bold as Love,” a fragrance designed to evoke the complex emotions of love and pain, offering hope and empowerment to its wearers. His rich academic background in literature and classical music continues to inform his work, allowing him to draw on a wealth of references and interpret each fragrance with authenticity and depth.
Chong’s latest collection is inspired by the historical structure of cologne, blending citrus, herbs, and woody tones with modern elements like tobacco and leather. This innovative approach bridges the past and future, creating
a new olfactory narrative that honors tradition while embracing contemporary sensibilities. As the custodian of Thameen’s artistic future, Chong is dedicated to exploring uncharted territories in perfumery, using newly discovered ingredients and molecules to stay ahead of trends.
“I always want to be at the forefront, a step ahead, guiding the olfactory world.”
With Christopher Chong at the helm, Thameen London is poised on a bold and exciting journey, redefining the art of fragrance and captivating the senses with every new creation.
Instagram: thameenfragrance
Website: thameenfragrance.com
