Hall of fame · 📉 Deflated · 2002
Erased by A&F. Smelled up the whole mall — until the brand blushed. Laudamiel turned fir, lemon and musk into mall air: A&F spent $3 million on machines that sprayed it in the stores and sold over $200 million. Then Jeffries said “only for the good-looking” — and the brand deleted the scent and the torsos on its bags. Nothing broke but what it smelled of: the 2000s. It wasn't the scent that went flat, but the brand it was the air of — alone, it's just a solid fir fougère.