Giorgio Beverly Hills EDT: 40 Years Of The Loud & Proud 80s Icon

I recently posted about some much-needed cheerful cheapies. I deliberately left Giorgio Beverly Hills EDT off that list. With its 40^th anniversary this year, it warrants a post all of its own.

It was the launch fragrance from the designer fashion boutique that was originally founded in the 1960s and that put LA’s Rodeo Drive on the luxe shopping map . The store’s owner Fred Hayman launched Giorgio Beverly Hills in 1981 with a mega-bash suitable for the so-called “decade of excess”. Echoing the awning outside the store, the yellow-and-white box proclaimed the boldness of the scent in no uncertain terms.

From the first spray, with its flourish of sweet orange blossom and peach, and even in its current formulation, this Bob Aliano creation is unapologetically big. Some might even say it’s brash and ostentatious. In a very 80s way. Apparently, it was even banned from restaurants at the time due to its overpowering style. Which just adds to its allure. For me, anyway.

Giorgio Beverly Hills EDT is really about its flamboyant florals, with tuberose, gardenia and jasmine leading the opulent white florals charge. Ylang-ylang also makes a fruity appearance. The overall effect is wonderfully optimistic and uplifting.

“This Bob Aliano creation is unapologetically big. Some might even say it’s brash and ostentatious.”

This generous fragrance keeps giving till the end. There’s a lot happening in the drydown. But I can pick out a pleasurable blend of oakmoss, sandalwood, vanilla and sandalwood notes.

Four decades and several changes in ownership later, my sources at Elizabeth Arden (which now has the licence for the brand) tell me there’s nothing special planned for the anniversary in the way of limited editions, etc.

That suits me fine, as long as Giorgio Beverly Hills is available at my local pharmacy on the budget shelves for the price of R550 or so (the equivalent of less than $40).