Rook a new trio of unisex fragrances by perfumer Nadeem Crowe photos by RANKIN – and his campaign: SMELL GREAT SUPPORT ARTISTS

Dear Shaded Viewers,

Nadeem Crowe, the founder and perfumer behind the new no-gender brand ROOK, started out as a medical practitioner and at the same time was training at LAMDA to be an actor. He’s always been a lover of scents and once on a trip to Lausanne in Switzerland he visited the bespoke perfumer Philippe K and that is where the serious journey began. He learned a new skill set and discovered he had a good ability for playing around essential oils and chemicals.

That was two years ago and now there are three scents: Forest, Undergrowth and Rook. Warren Beeby designed the rather generic bottles giving value to the juice inside rather than elaborate packaging. The brand is built around the triangle, for Nadeem it signifies the three parts of a scent: the top, middle and base notes and his three passions in life: perfume, performance and medicine. When we spoke he had ten hours ahead of him treating corona patients. In addition to creating some of the most intoxicating perfumes in view of the COVID-19 crisis he has decided to give 25% of  perfume sales to a charity supporting freelance performers who all lost their jobs with the theatre closures.

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Last night saw the closure of London theatres due to COVD-19. Many freelancers lost their jobs and now face uncertainty and hardship. We will all turn to the arts for moments of joy during these times of isolation. As someone who works in West End theatre I know how hard this has hit many people. 25% of all full bottle sales during this period will go to a fund to support artists in hardship due to the virus. Smell great. Support artists. Donation will be made via @actingforothers @royalacademyofmusic @lamdadrama @royalacademyofmusic @guildhallschool @east15actingschool @cssdlondon @equityuk @variety @bectuunion @ianmckellen @sirpatstew @thegrahamnortonshowofficial @gabyroslin @mrsamclaflin @rebelwilson @j_corden

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So, you are wondering, what do the perfumes smell like? I think that the reason a good perfume exists is to transport you. Like the names imply: ‘Forest’ ‘Undergrowth’ ‘Rook’ think of nature, an Old World gregarious crow that nests and roosts in a treetop and a dark resinous wood that is used in incense and then a bit of India spices like  cardamom..and you get the mood. I am particularly fond of ‘Undergrowth’, in a time when we are all shut-ins a little ‘Undergrowth’ and I can imagine myself walking through a dense forest and feeling the earth around me. It’s heavenly, try it. Rook takes you from the forest to the boardroom, I imagine men in well cut suits, smoking cigars but not headache provoking more ambience success.

In such a short time Rook has already been shortlisted for Best Niche Fragrance by Pure Beauty Magazine.

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Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.