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It has been a decade since Dutch design duo Viktor Horsting and Rolf Snoeren branched out from couture to fragrance.

Flowerbomb, Viktor & Rolf’s first women’s fragrance, was launched in 2005 having been dreamt up from a wish to “create a fragrance that would make the world a better place”. Setting out with such lofty ambitions has paid off – Flowerbomb is now purchased once every three minutes in the United Kingdom.

“When we started working on the perfume, it was important to us that we create a story around it that would say something,” says Snoeren, speaking to the Telegraph at the Chiltern Firehouse in London last week. “We came up with the name Flowerbomb first, which we really liked because it was a new word. We also liked the feeling it expressed – two opposites put together to create something new, a paradox of sorts.”

With top notes of bergamot and tea, heart notes of Sambac jasmine, Cattleya orchid, freesia and Centifolia rose, and a base note of patchouli, the fragrance itself was created by perfumers Olivier Polge, Carlos Benaim and Domitille Bertier. It is described as “an unexpected association of an explosion of flowers and laidback sweetness.”

When it is put to Snoeren that the juxtaposition of the musky floral scent and the grenade-shaped bottle is reminiscent of Bernie Boston’s Pulitzer Prize-nominated Flower Power photograph, he agrees – but is careful to contextualise: “It’s like a modern version, but without being as political as that,” says Snoeren. “It’s a perfume after all. But the thought behind it is one of positive energy and of the power of transformation and making everything beautiful. That was relevant when we created Flowerbomb and we like to think it still is.”

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Coming from a couture background – the fashion house was founded by the pair in 1993 – they agree that beauty is the great leveller. While most women will never set foot near anything vaguely couture, everyone can get involved in the world of fragrance.

“It was really our creation for everyone,” says Horsting. “What is rewarding to see is that it appeals to so many different people. We see ourselves as storytellers and perfume is such a direct way to tap into a story – if you go into a shop and see a dress, it’s very far removed from the story of the catwalk. But perfume is very direct. When I smell it I immediately look for who is wearing it.”

One of the lead principles during the creation of Flowerbomb was the concept of opposites attracting, but that is not the case with the designers themselves. “Not in terms of personalities,” says Snoeren. “Perhaps in the way we treat our work, there are opposites at play. We like our life to be calm and we lead a rather isolated life, focusing on our work, but the work is quite extreme when you look at our shows.”

Horsting and Snoeren are now back to focusing on couture. “We’re quite happy where we are now,” says Snoeren. “It’s a way of saying we’re fashion artists and that’s something we’ve always felt we are, so it does feel like we’ve come full circle.”

To celebrate Flowerbomb’s 10th birthday, Viktor & Rolf have released a limited edition Flowerbomb, created especially for the anniversary.

“I always see Flowerbomb a bit like she’s our daughter,” says Horsting. “We now say she’s getting into the pre-teens. The difficult years!”

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