Bottling the golden hour of 5 p.m. in a perfume with SW19’s new rose scent, 5pm ROSE PETAL
It smells like you’re standing in an afternoon garden
Summary
- SW19 launches the new 5pm ROSE PETAL, inspired by the golden moment of 5 p.m.
- Created by master perfumer Jérôme Epinette, it blends rose, magnolia and oakmoss into a soft floral scent.
- The brand is also rolling out a diffuser and car fragrance, extending this time-inspired scent into everyday spaces.
- The Seoul collection draws on different moments in the city and now comes in a 100 ml extrait de parfum size.
Korean fragrance brand SW19 has always known how to turn “time” into scent. Named after the SW19 postal district in Wimbledon, southwest London, the brand draws inspiration from everyday scenes surrounded by forests and parks, capturing the light, air, and emotions of different moments, from early morning and afternoon to late at night. This time, SW19 returns to the theme of time with its new 5pm ROSE PETAL, transforming the day’s softest hour, 5 p.m., into an olfactory memory infused with rose.
Images from / SW19
Images from / Editorial Team
Images from / SW19
Alongside the new 5pm ROSE PETAL, SW19 is extending its familiar “time scents” into more everyday settings with new home
Images from / SW19
diffusers and car fragrances. From perfume on the skin to the scent that fills your home when you return and the fragrance inside your car as you travel through the city, each moment can have its own olfactory atmosphere, bringing the brand’s visions of time into everyday life.
The Seoul collection brings “time” to another city
Images from / SW19
While SW19 originally captured the temporal landscape of Wimbledon, the Seoul collection turns its gaze toward the city, capturing Seoul’s distinct rhythms and moods at different times of day. The collection’s bottle caps were designed around the concept of a sundial, echoing the brand’s core theme of the passage of time, and it also comes in a 100 ml extrait de parfum. From London’s SW19 to Seoul, the brand continues to record cities and time through scent, making each bottle of perfume feel like a memory you can take with you.
Images from / SW19
Join Popbee Circle and subscribe to the Popbee newsletter for the latest updates and early access to exclusive perks and discounts. Beyond this article, here are a few recent stories worth checking out:
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