Flippant by Schiaparelli c1967

"Flippant" by Schiaparelli was launched in 1967, a time marked by vibrant cultural shifts and a spirit of rebellion against traditional norms. The late 1960s were characterized by the rise of counterculture movements, civil rights activism, and a general atmosphere of questioning authority and embracing freedom. This era saw the emergence of bold fashion statements, psychedelic art, and an embrace of unconventional lifestyles. The launch of "Flippant" perfume coincided with a period of youth-driven cultural upheaval, where individuality and nonconformity were celebrated.

Elsa Schiaparelli, known for her avant-garde approach to fashion, chose the name "Flippant" to capture the essence of the times. The word "flippant" suggests a carefree, irreverent attitude, perfectly reflecting the mood of the era. Schiaparelli, always a provocateur in the fashion world, likely saw "Flippant" as a way to resonate with the younger generation's desire to break free from societal expectations and embrace a more liberated, playful identity. The name itself conveys a sense of lighthearted defiance, a refusal to take things too seriously.

"Flippant" was an appropriate name for a perfume during this period because it embodied the zeitgeist of the 1960s. Perfume names often evoke a certain allure or mystique, and "Flippant" did so by encapsulating the spirit of rebellion and fun that defined the decade. It appealed to those who saw themselves as trendsetters, willing to challenge the status quo and express their individuality. The perfume was not just a scent but a statement, an accessory that complemented the daring fashion choices and bold makeup trends of the time.

The target audience for "Flippant" would have been the young, modern women and men who were part of or influenced by the counterculture movement. These individuals would have been drawn to the perfume's promise of a playful, audacious identity. They would respond to "Flippant" with enthusiasm, viewing it as a reflection of their own attitudes towards life. The scent would likely evoke feelings of confidence and excitement, encouraging wearers to embrace their unique selves and live with a sense of spontaneity and joy.

The word "Flippant" conjures images of carefree laughter, playful banter, and a disregard for rigid societal norms. It evokes feelings of lightness and freedom, a sense of not being weighed down by the seriousness of life. The term suggests a playful, almost mischievous attitude, one that is both refreshing and daring. For many, wearing "Flippant" would have felt like an act of rebellion against the mundane, a way to infuse everyday life with a touch of whimsy and boldness.

In 1967, Schiaparelli's partnership with Kimberly-Clark to launch "Flippant" marked a significant collaboration between the world of high fashion and mainstream consumer goods. This alliance likely helped to bring the daring spirit of Schiaparelli to a wider audience, making the essence of "Flippant" accessible to more people. The perfume, with its bold name and timing, captured the spirit of an era defined by change, creativity, and a collective desire to break free from convention.

Fragrance Composition:

So what does it smell like? I have no information on what this smells like, I would venture that it was a light floral fragrance for women.

Fate of the Fragrance:

"Flippant" by Schiaparelli, despite its bold entrance into the market in 1967, was discontinued around 1969. This short lifespan can be attributed to several factors typical of the rapidly changing trends of the late 1960s. The perfume industry, much like fashion, is highly susceptible to shifting consumer preferences and market demands. By 1969, the counterculture movement had evolved, and new scents reflecting the burgeoning trends and evolving tastes of the public were emerging. The brief existence of "Flippant" reflects the transient nature of fads and the constant search for novelty that defined the era. Despite its discontinuation, "Flippant" remains a memorable fragment of the vibrant, rebellious spirit of the late 1960s, capturing a fleeting moment of cultural and stylistic experimentation.