We're seeing perfume companies get more involved with fashion shows: last season Jo Malone scented Victoria Beckham's New York Fashion Week show with their Lime, Basil and Mandarin and Grapefruit candles, and now 4711 have announced that they'll be sponsoring Matthew Williamson's AW12 London Fashion Week show.
The zesty men's perfume (which astoundingly celebrates its 220th birthday this year) featuring notes of bergamot, orange and neroli will be sponsoring the AW12 show taking place on the 19th February, their 'synergy of history, unique design and ultimate luxury' linking them together perfectly.
"I have loved 4711 for many years," said Matthew of the brand. "It's ethos is very much in line with my own inspiration and way of thinking. I love the classic opulence of the bottle design and its unique brand heritage. I am thrilled to be working with 4711 and look forward to an exciting collaboration."
Oh and a fun fact about 4711 - this won't be the first time will be a part of fashion history: it was also the cologne used by Holly Golightly in Breakfast at Tiffany's!
Get it here for £11.49.