Tyler, the Creator Announces French Waltz Fragrance, Talks Plans for Golf le Fleur and Virgil's 'Helping Hand'
Tyler, the Creator wrote on his IG Stories that French Waltz is a “fragrance I've been working on for a while” and that he's “happy to finally share.”
Tyler, the Creator is expanding his Golf le Fleur brand.
Tyler took to social media on Wednesday to announce French Waltz, a new fragrance that will be available to purchase on Dec. 13 alongside a wider Golf le Fleur selection that’ll include—per Women’s Wear Daily—loafers, sunglasses, hair picks, round collar short-sleeved button-ups, double-pleated shorts, mohair cardigans, and, for $1,100, a leather jacket made with Schott NYC.
On his IG Stories, T said he’s “been working on [French Waltz] for a while” and is “happy to finally share.” The multi-hyphenate—whose Call Me If You Get Lost topped Complex’s Best Albums of 2021 list—also directed, scored, and styled the short film heralding the fragrance’s arrival.
A post on the Golf le Fleur account reads, “French Waltz is dozing off in the garden, using the sun as a towel to dry off the leftover beads of lake water. The smell of damp jasmine petals sails in the air, while hints of mandarin and magnolia amplifies luminous sandalwood. Sweet yet floral, French Waltz is a rose-musk made for everyone.”
Tyler discussed his brand’s high-end inclinations with WWD on Wednesday. “I love perfume. I’ve always loved perfume,” he explained. “So, I was like ‘Man, I want to make a perfume. Yeah, I’ll do it on the Golf le Fleur tag.’” Asked to describe the scent, he said, “Just relishing in an amazing moment where you feel the freest, and it’s that moment you’re going to remember for the rest of your life.”
Virgil Abloh, who passed on Nov. 28 at age 41, played a key role in Tyler obtaining “certain materials from Europe,” the magazine writes.
“I’ve known Virgil for a long time. And when he was doing what he was doing at first I was kind of iffy on it. I’m like, ‘Bro,’—and over the years we’ve grown a relationship, especially the past few years, and it really bummed me out, the news I got. Some of these Golf le Fleur clothes are made in Italy and are handmade, and do you know who set all that up for me? He did,” Tyler said. “He was on calls and emails setting this stuff up for me in a world that I didn’t know, schooling me on so much, and [with] the launch, I wanted him there so bad so he could see what his helping hand turned into. It really helped me with this, and I was like, ‘Oh, I wanted him to see it.’ And just be proud of where I’m taking this. But now, I just got to go harder. I just got to really take it there, because I believe he would want to see me continue to get there.”
Collaborating with others on the latest Golf endeavor is “pure happiness” for T, who noted, “I’m excited on what the end result will be, as a fan…I’m excited to see it in person, and then take a picture of that. That’s what I get from it. And that’s with anything I do. ... That’s my number one.”
As far as Golf le Fleur’s pricetags potentially surprising existing Golf Wang fans, he said, “I don’t expect everyone to get it. Making some of this stuff wasn’t cheap. Some of it is expensive, and that’s why some of these things will be expensive. … You know, the target consumer isn’t my fans or my previous customers. It’s for whoever’s going to like it…I don’t expect people who liked my previous stuff to like it and get it and want it.” He added that he hopes buyers will “live in these clothes” and “scratch it up, get a hole in it.”
The announcement arrives several months after Tyler teased his pivot into the world of fragrances in an interview with Complex, where he mentioned perfumes among the future products he hoped to release under Golf le Fleur.
“Le Fleur is, you know, sweaters, slacks, you know. Rolls-Royce, you playing chess, you know, like, listening to whatever the fuck, Sade demos. That’s that shit,” he explained. “And I really wanted to model Le Fleur off of where I’ve just been at the last three years. Um, just getting into that pocket. Trench coats, perfumes, and, like, making sure your skin is good.”
Get a look at the French Waltz bottle below. A 100mL version runs for $200 and the 50mL bottle is $150. A press release notes it will be “delivered in a trophy-style vertical display box with ribbon pull.” Sales kick off Dec. 13 at 11 a.m. ET.