You eat the fragrance, then you decide whether to wear it

Oxford Street has seen plenty of spectacles. This month it got a gelato cart outside Selfridges with Bottega Veneta‘s name on it, and within hours the videos had escaped London entirely. The concept is the kind of thing that sounds absurd until you taste it. To launch its new fragrance chapter, the house rebuilt each perfume as a flavour, pulling out the citrus, the herbs, the spice and the woody accords from inside the bottles and rebuilding them in a cup. You eat the fragrance, then you decide whether to wear it. — Read more in Bottega Veneta’s New Fragrance Collection Has Just Been Turned Into Perfumes at Grazia.