“Because the middle classes and the nouveaux riches welcomed gas, water closets and piped-in water, the upper classes drew back. Many a denizen of a sprawling, stony-cold country estate looked on “mod cons” as slightly uncouth, over-eager and—worst of all—middle-class.”
- Katherine Ashenburg, The Dirt on Clean: An Unsanitized History

In this episode, I’m joined by Clayton Ilolahia, an Evaluation and Communication specialist at Fragrances of the World, to explore the rich intersection of art, commerce, and fragrance. Together, we discuss into how changes in the media landscape has transformed the perfume industry, reshaping not just marketing but the creative process itself. We also explore the evolving role of fragrance evaluators, the deeply subjective nature of smell, and the cultural ideas—past and present—that shape our sense of cleanliness, identity, and performance.

Clayton brings a wealth of knowledge from his global fragrance writing, formal training at the Grasse Institute of Perfumery, and more than a decade of self-guided learning. His background in learning and development, working with brands like Ralph Lauren and Louis Vuitton (to name a few), adds an insightful dimension to our conversation. His passion for education and olfactory storytelling makes this a thoughtful exploration of the changing landscape of modern perfumery and how we socialise through our scent.

Fragrances mentioned:

L’eau d’Issey - Issey Miyake

Black Oregano - Atelier Materi

Blanche Bête - Liquides Imaginaires

Shalimar - Guerlain

Chypre (Le Chypre) - Coty

Fracas - Robert Piguet

Book discussed:

The Dirt on Clean: An Unsanitized History - Katherine Ashenburg

Find Clayton and Fragrances of the World online here

Instagram:

@clayton_ilolahia

@fragrancesoftheworld

Website:

fragrancesoftheworld.com

Theme music for the show was created by Raul Sanchez I Jorge. Check out his solo work on Wild Animal Records

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