Ramdane Touhami
The French eccentric who is making scented candles – for men
WHEN THE MAVERICK DESIGNER RAMDANE TOUHAMI, formerly men’s artistic director of London store Liberty, was first approached by luxury French candle house Cire Trudon, he thought they were having a laugh: “Candles were for women, I thought.”
Now he is the one with a smile on his face. The Frenchman was so bitten by the bug when he learnt about the history of Cire Trudon – it has been making candles since the days of Louis XIV – that he has seven candles burning in his office in central Paris, albeit because he is developing the scent.
“I’ve changed my mind now that I see how many guys are buying my candles.” The likes of Marie Antoinette used to commission Cire Trudon; now Touhami is carrying out a little revolution of his own. “I brought my own DNA to the company so when we joked about the scent of the moon, I said let’s call Nasa,” he giggles. It was no joke though; the scent was actually launched and he became part-owner of the company. But the fun-factor is clearly important to him. “My next adventure is to make stink bombs. They will be the new thing,” he promises about the new line which launches this month at London’s Selfridges (£50).
Now that he has the highest luxury houses burning his wicks – Guerlain, Cartier and Hermès among them – Touhami has turned his eye to resurrecting another old French candle brand called Carrière Frères which, thanks to his makeover, is being stocked at Space NK (£30).
I ask if he’s on his way to becoming a chief in that sector. “Madame, I am the king of the candle already!” he retorts in mock indignation, then chuckles. His playfulness is why brands looking for something a little unorthodox turn to him: now hotels such as the Connaught and Claridges in London and Chateau Marmont in LA are turning to him to create a “clear olfactory identity”. Whatever it will be, rest assured Touhami will make it fun.
Robina Dam
www.selfridges.com / www.united-perfumes.com / www.spacenk.com
