Floris London’s storied history has always been a blend of tradition, innovation, and a touch of stardust. Among its many admirers was none other than the legendary David Bowie, whose relationship with the brand offers a fascinating glimpse into the world of timeless elegance and artistry.

In the heart of Jermyn Street, where Floris has been crafting its iconic fragrances since 1730, David Bowie once walked through the doors in search of a scent that resonated with his unique spirit. Edward Bodenham, Floris’s 9th-generation family member, fondly recalls the moment his uncle, Patrick Bodenham, had the honor of assisting Bowie.

“Patrick helped David Bowie choose his fragrance at our shop,” Edward shares. “Bowie’s choice? The distinguished scent, Elite.”

Elite, with its sophisticated and understated charm, was the perfect match for Bowie—a man whose creativity and charisma transcended time. This encounter highlights how Floris fragrances have appealed to extraordinary individuals, seamlessly blending into their lives and legacies.

The story of Elite begins in the cellar beneath 89 Jermyn Street, affectionately called ‘The Mine.’ John Bodenham, the 8th-generation Floris family member, vividly remembers his father’s meticulous process in creating the fragrance.

“My father ordered lots of strange new essential oils for his experiments, and a long process of trial and error ensued,” John recalls. “When the first version of Elite emerged, we knew it was different—distinctive with a timeless sophistication.”

Yet, his father’s perfectionism meant that even after the team was delighted with the fragrance, he continued refining it “almost ad infinitum.” Eventually, the family convinced him that the original creation was, indeed, perfect. Thus, Elite was born—a fragrance as enduring as its legacy.

Working alongside his father, John also shares an amusing memory of life in ‘The Mine.’ “We stored and used dozens of five-gallon containers of ethanol spirit down there. Uncle Peter, who mentored me, would often leave for a drink at the nearby clubs and return with a cigarette in hand—lighting up just a few feet from where I was pouring ethanol spirit! Health and safety wasn’t a big thing back then,” he chuckles.

Elite is a fragrance that embodies understated elegance. It opens with fresh bergamot, cedar leaf, and grapefruit, leading into a heart of bay, juniper berry, and fir balsam. The base is a warm blend of amber, musk, and patchouli, creating a scent that is refined yet approachable—a hallmark of Floris craftsmanship.

Its appeal lies in its balance: bold yet gentle, modern yet timeless. No wonder Bowie, a man who redefined art and identity, gravitated toward Elite.

From the hands of a perfectionist perfumer to gracing the life of a global icon, Elite represents more than a fragrance; it’s a story of passion, artistry, and history. For Floris London, it’s a reminder of how scent has the power to connect us to memories, emotions, and the extraordinary figures who shape our world.

Whether you're a Bowie fan or simply a lover of fine fragrance, wearing Elite is an invitation to carry a piece of this remarkable story with you—a little stardust bottled up, ready to inspire.