Schiap by Schiaparelli c1934

Schiap by Schiaparelli: launched in 1934. This was the updated fragrance originally named 'S', first presented in 1928. Renamed Sport in 1952.  It was created to be worn by both men and women for sports.

S by Schiaparelli c1928

"S" by Schiaparelli, initially launched in 1928, emerged during a vibrant and transformative period in the 20th century. The Roaring Twenties, a decade marked by significant social, cultural, and economic change, witnessed the rise of modernism, jazz music, and a general sense of liberation. Fashion and lifestyle became central to the expression of this newfound freedom, with designers like Elsa Schiaparelli at the forefront of innovative and daring creations.

The connection of "S" to sports is particularly significant. The 1920s saw an increasing interest in physical fitness and outdoor activities, driven by a societal shift towards health and well-being. The idea of leisure and sportswear was gaining popularity, and Schiaparelli’s perfume was designed to complement this lifestyle. By creating a fragrance intended for both men and women to wear during sports, Schiaparelli broke the traditional boundaries of gender-specific scents, aligning with the progressive and egalitarian spirit of the era.

Schiaparelli's choice of the name "S" is intriguing and multifaceted. "S" is the initial of Schiaparelli's own name, making it a personal signature and a bold statement of identity. Additionally, the letter "S" can evoke numerous connotations: strength, sophistication, and style, all attributes that align with Schiaparelli's brand. As an appropriate name for a perfume, "S" is simple, memorable, and versatile, reflecting the sleek and streamlined aesthetics of the modern age.

The individuals who would relate to a perfume called "S" would likely be the fashionable, active, and forward-thinking men and women of the time. They would appreciate the innovation and the unisex nature of the scent, finding it suitable for their dynamic lifestyles. Their response to this perfume would be one of enthusiasm and admiration, seeing it as an extension of their personality and an enhancement of their active, modern lives.

The word "S" evokes images of serpentine elegance and fluidity, suggestive of both movement and grace. It conjures feelings of sophistication, sleekness, and a certain enigmatic allure. These qualities make "S" not just a perfume but a statement piece, representing the wearer’s connection to the cutting-edge fashion and cultural zeitgeist of the time.