Penhaligon’s celebrates men in new photography book

British fragrance maker Penhaligon’s is exploring the essence of the modern gentleman with a new photography book that will be displayed in stores.

Penhaligon’s worked with photographer Jonathan Daniel Pryce of GarconJon to create the book, which features a collection of men from various backgrounds and professions. The brand celebrated the release of the book with a party at the Punch Room at the London Edition Hotel.

Good manners
Mr. Pryce is a well-known British photographer who focuses on fashion and street photography. Penhaligon’s stated that he was the ideal collaborator for the project because he is the embodiment of a modern gentleman.

Penhaligon’s is the official sponsor of London Collections: Men, and the book release party took place during the event. Penhaligon’s is choosing to emphasize its masculinity during this significant time.

Page from Penhaligon's Gentlemen book

The release of the new book is one of a number of initiatives that Penhaligon’s has timed to coincide with London Collections: Men. For example, the British fragrance maker recently showing early enthusiasm for spring with its Ostara scent, the official fragrance of London Fashion Week.

With inspirations from a daffodil, Penhaligon’s created a social campaign to celebrate its ongoing partnership with the British Fashion Council. Elongating the new fragrance’s launch by adding a social campaign a few weeks after London Fashion Week helped the scent create its own buzz outside the new fashion collections (see story).