Mono no Aware

Baruti Mono no Aware is inspired by a key concept in Japanese culture that signifies appreciating things precisely because of awareness of their transience. Spyros Drosopoulos first encountered the term Mono No Aware in Sally Mann’s autobiography. The expression immediately resonated, he had a happy/sad feeling where on one hand there is recognition that all things exist only temporarily, while simultaneously feeling so afraid that you must experience them. It is a constant cycle of attachment and letting go. On a philosophical level, he never particularly connected with concepts like Memento Mori or Vanitas. Renouncing the material world for him does not equal enlightenment or liberation, but he mostly fears it will connect with indifference and apathy.

So, he was overjoyed when he discovered Mono No Aware, finally an expression that felt natural. Yes, loss brings sadness, but don’t we say it’s better to have loved and lost than never to have loved at all, well, et voila! And on the level of perfume, isn’t the experience of perfume inherent to Mono No Aware, the moment you spray it, it begins to disappear, and that is part of the beauty of perfume. This perfume is an ode to this feeling and the culture that brought us the expression

Notes: cherry blossom, matcha tea, cedar, musk