Puredistance MV2Q image courtesy Puredistance©

To commemorate the 20^th Anniversary of Puredistance, founder Jan Ewoud Vos presents MV2Q, a remarkable new composition which serves as an olfactive bridge from which one can recognize and respect two decades of luxury perfumery while advancing confidently forward, assured that Puredistance has evolved creatively while never losing their intrinsic values. From a refurbished church in the Netherlands, Jan Ewoud leads a streamlined team with a shared mission of handcrafting small-batch master perfumes that are as opulent as they are exclusive.

 Creative Director and Founder Jan Ewoud Vos, Courtesy Puredistance©

Puredistance MV2Q is a lavish re-imagining of their beloved 2010 classic Puredistance M and perfectly emblematizes the company’s past, present and future. Puredistance M is a personal favorite; it’s easily among my top 10 all-time favorite compositions. So, when I learned that new IFRA regulations prompted Puredistance to make the difficult decision to discontinue—rather than reformulate—this esteemed Roja Dove creation, I was admittedly concerned.

The original M was revered as “James Bond in a bottle.” Inspired by the interior of an Aston Martin, Mr. Dove created for Puredistance a posh, spicy ambery perfume with hints of leather. For MV2Q, rather than attempt to reconstruct the original to IFRA regulations, Jan Ewoud Vos set out to further explore the original inspiration and take the Aston Martin in a new direction. According to the brand, “Where the old M was inspired by the raw world of Sean Connery, the new MV2Q would be placed in today’s world of the latest James Bond: Daniel Craig and his future successor.”

Daniel Craig No Time To Die courtesy of MGM

Enter renowned perfumer Antoine Lie, Puredistance’s Daniel Craig, who had previously created five perfumes for the brand (Warszawa, White, Black [another personal favorite], Gold, and Aenotus). Rather than copy M, Mr. Lie was charged with creating, according to Puredistance, “something in the same vein as the old M, but more contemporary and emotionally sensitive.” The name explained: “V2 stands for ‘version 2’ of M; Q supplies James Bond with new techniques and innovations; and finally, ‘Vanquish‘ is the name of an Aston Martin being used in a James Bond movie.” With the first spray of MV2Q, my concerns that M’s replacement wouldn’t live up to its predecessor began to dissolve in a cloud of sweet refinement; Puredistance MV2Q is magnificent.

 Antoine Lie Courtesy Puredistance

True to the soul of M, this new composition is built on key notes of cinnamon, patchouli and labdanum, but Puredistance MV2Q softens the alpha-male elements through the addition of a floral heart, consisting of orange blossom and a gorgeous jasmine sambac. I detect none of the leather featured in the original; rather, a strapping and smoky pine tar note to affirm its masculine edge, softened again by a smoldering vanilla and tonka base. While M suggested the leather interior of an Aston Martin, Puredistance MV2Q expresses the curves of the body. Like Daniel Craig as Bond 007, Puredistance MV2Q is utterly smooth and immeasurably refined. True to the carefully-curated lineup of Puredistance creations, MV2Q is an extrait with excellent projection and longevity.

Top notes: Orange Blossom, Pink Pepper, Lavender essence

Heart: Cinnamon, Cypriol, Pine tar, Jasmine Sambac

Base: Patchouli, Vanilla, Labdanum, Tonka, Cedar

Disclosure: This review is based on sample provided by Puredistance. Opinions are of the author.

 Michael Devine, Contributor

Puredistance Books, Courtesy Puredistance

 

Perfume and Puredistance fans should check out two new books which have just been released to commemorate the brand’s 20^th Anniversary. I highly recommend The Story of Puredistance 2002 – 2020 by Birgit Oeckher which chronicles the history of the brand since its inception, as well as The World of Puredistance in Photos 2002 – 2020, a pictorial exploration of this illustrious house. Elements from Ms. Oeckher’s wonderful book informed this review. Both are available on the Puredistance Website.

Puredistance M V2Q will not be available for purchase until September 2022

Senior Editor Karl Topham named Puredistance MV2Q Best of Esxence 2022

Please read Jan Ewoud Vos Creative Director’s article written for CaFleureBon: The DNA of Pure Vision

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