Historical Museum on the Red Square in Moscow

Last week I visited Moscow to give some interviews to magazines. During my stay I discovered the word 'Poshlost' which is a complex Russian word best translated to mean false, tacky and pretentious all at the same time.

Vladimir Nabokov - the famous Russian writer - made it more widely known in his book on Gogol. Poshlost, Nabokov explained, "is not only the obviously trashy but mainly the falsely important, the falsely beautiful, the falsely clever, the falsely attractive". Exactly what Puredistance is NOT and exactly what made me come up with the name of Puredistance in 2002. By creating truly beautiful perfumes and surround them with a world of original art and design and always acting simple, natural and honest, we keep the world of Poshlost at a distance: Puredistance.


Puredistance: understated elegance combined with original design

The understated elegance and originality of Puredistance seems to click very well with the new generation of russian luxury consumers. Used to spending money they have developed a refined taste and where once screaming logos dominated, today subtle is in and good design and original art are highly appreciated.

Puredistance is represented in Russia in the most prestigious perfumeries and department stores. One of the most luxurious department stores is Tsum in the centre of Moscow where one can find a selection of the world's most exclusive brands. The Tsum building was constructed in 1906-1908 for “Muir and Mirrielees”, the first and the largest department store in the days of the Russian Empire.


The Tsum Building Then


The Tsum Building Now


Puredistance represented in Tsum - Moscow


Puredistance represented in Tsum - Moscow