MAISON FRANCIS KURKDJIAN
724
2022
PERFUMER
Francis Kurkdjian
Aldehydes
Bergamot
Sweet Pea
Mock-Orange
Jasmine
White Musk
Sandalwood
‘In the light of a pure sky rising over the city ascends the elegant silhouette of 724. Urban landscapes and their surrounding architecture overtly influenced the graphic aesthetic of this musky floral eau de parfum. Luminous, vibrant and comfortably addictive, 724 invites you to feel the city rhythm. In the top notes, a fresh, urban accord is perceived. It is the sensation of clean, energizing freshness, formed of bergamot from Italy and the verticality of aldehydes with sophisticated, slightly metallic, effervescent facets. At the heart of this fragrance lies an airy aura conveyed by a bouquet of flowers structured by jasmine absolute from Egypt, sweet pea and mock orange. In the base notes, this universe of whiteness surrenders to an enveloping, comforting sensation thanks to a sandalwood and white musk accord.’ – Maison Francis Kurkdjian
724 has been talked about a lot since it’s release and I don’t think I’ve seen one person yet that was excited by it. I think it’s often overlooked that this seems to be a reformulation of 2012’s 754, but I have not smelled that fragrance, so I can’t compare the two. I went in with an open mind and… well, it’s better than I expected, but still feels like an unnecessary release.
724 is a clean, white musky, aldehydic and citrus scent. I was surprised how clean it was; way more in that direction than a citrus one. In the opening I was enjoying it a bit more; with the acidity being present it reminded me a bit of a clean citrussy (iced) tea.
The citrussy element vanishes within minutes and what you’re left with is a nice, but very simple smelling laundry detergent scent. It smells exactly like your average dryer sheets and it makes for a hard sell at the MFK price point. If this was 50€, I would choose my words more carefully, but in this case, there’s a disconnect.
To me, the timing of the release (after Summer) feels off and worse, MFK already has Aqua Universalis, which is a similar, but superior clean scent in my opinion, and so is the later Aqua Media Cologne Forte. 724 is not unpleasant at all, but a totally forgettable release.
