Illuminum London has announced the launch of a new, limited edition fragrance collection, 95 Percent. In curating its new 95 Percent series, Illuminum invited innovative chefs Jackson Boxer, Yuki Gomi and Tom Wolfe to create three distinctive fragrances. Collaborations like 95 Percent are key to a current repositioning by Illuminum – part of a visual and cultural upgrade that allows the label’s core values of quality, excellence, democracy, transparency, sustainability and respectful collaboration to shine through more visibly. To celebrate the repositioning, a new twelfth fragrance, its name now revealed as White on White joins the 95 Percent range at the launch event later this month – see Events. White On White will join Illuminum’s current core range of 11 distinctive fragrances.

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