TOM OF FINLAND
FOUNDATION INKS EXCLUSIVE LICENSING DEAL
WITH ETIENNE de SWARDT – PARIS, FRANCE
TO DEVELOP AN ORIGINAL SIGNATURE SCENT
INSPIRED BY THE ARTIST’S WORKS.
Durk Dehner, President of Tom of Finland Foundation (ToFF), Los
Angeles, California, has confirmed plans to enter into an exclusive
first licensing agreement for the development of an original signature
fragrance line of products with Etienne de Swardt, Founder and
President of Etat Libre d’Orange. A special grouping of Tom’s
original artwork is being curated for presentation on May 8th
at the ToFF Gallery, 1421 Laveta Terrace, Los Angeles California.
Etienne de Swardt brings
more than twelve years of expertise in the worldwide perfume and
cosmetic industry, including seven years as VP of Marketing, at
Givenchy Perfumes. Additionally, he is the Founder and President
of the Paris based house of perfumes, Editions de Sens (SAS) who’s
products are distributed in such prestigious department stores
as Henri Bendel New York.
On May 8th Etienne
de Swardt and associates; Jean Claude Magret fashion and textile
consultant, Jean-Marc Dimanche, packaging and design consultant,
will be in Los Angeles, to surround themselves with Tom of Finland’s
original works, in pursuit of creating a scent that will reflect
the philosophy of Etat Libre d’Orange since its inception, “a
land of olfactory liberality and eroticism where imagination,
personal fantasy and insubordination reign supreme”.
“A subversive and
playful territory of expression, free from censor and taboo, an
enticement to wear sexuality like a second skin”.
Libre d’Orange brand of fragrance is formulated with the finest
ingredients and developed by the top perfumers of the industry
through partnerships with Givaudan.
Further details may be found on their websites.
Durk Dehner, founder
and director of the Tom of Finland Foundation, has for over the
past two decades been similarly aligned to non-censorship with
its commitment to its mission statement of being "Dedicated
to Protecting, Preserving, and Promoting Erotic Art."
Jean Claude Magret,
consultant and mutual friend of both men, introduced Durk Dehner
and Etienne de Swardt. Jean Claude surmised that Etienne’s company
would be a good match for the exploration of a Tom of Finland
signature fragrance. Durk realized, "We both held a deep
respect for Tom 's amazing talent to create without compromise."
January 2007 New York:
Etienne introduced Durk to one of the world’s leading “noses”
(one who creates scents from combining essences) at Givaudan Paris
/ New York. The nose provided a canvas to explore “many different
directions that are possible in finding a scent that is the essence
of Tom of Finland.”
It was also at this
time, through the exploration of Tom’s drawings, that we agreed
that his works brought out a sense of pride, pleasure, and happiness.
This was the first spark that embarked us on the quest to discover
the Tom of Finland scent.
In 2006 the Judith
Rothschild Foundation, under the direction of Trustee Harvey Shipley
Miller acquired five of Tom’s original works for inclusion in
an offering to New York’s MOMA where they were subsequently accepted,
and have taken their place in the permanent
collection of definitive Twentieth Century drawings.
Harvey stated at a
fundraiser in 2006 that Tom of Finland was one of the most influential
artists of the last century. As an artist he was superb, but as
an influence he was transcendent. Tom of Finland was the path
for this whole generation of artists. Harvey went on to state
that few artists do masterworks and that Tom of Finland was indeed
one of those such artists.
Tom’s work was accepted
into the Los Angeles County Museum of Art in 1997 and exhibited
in the next year in Master Drawings, an exhibition from
the museum’s permanent collection. Tom of Finland hung between
David Hockney and Matisse. Tom is also included in such permanent
collections as the Chicago Institute of Arts, the Portland Museum
of Art in Portland, Oregon, Museum of Contemporary Art, and The
Kiasma in Helsinki, Finland. A complete listing of Tom's exhibitions
is available here.
The ToFF Permanent
Collection includes more than 2,500 original works, of which 1,500
were done by Tom. In addition, its depository contains more than
500,000 images, documents, and memorabilia of thousands of artists.
Together, it comprises the world’s largest erotic arts archive.
The Foundation has
published three print retrospectives of Tom’s work — the most
recent contains a forward by former Whitney Museum curator, Richard
Marshall. German publisher Taschen Verlag has published several
books dedicated to Tom’s art, and is currently working with the
Foundation to producing the most complete
book to date on the works of Tom of Finland.
The Tom of Finland Foundation, operates as a 501(c)(3), nonprofit,
tax-exempt organization, it was created in 1984 by Touko Laaksonen,
aka Tom of Finland (1920-1991), and Durk Dehner.
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Contact: Dino DeMarco
o m o f F i n l a n d F o
u n d a t i o n
two decades of dedication to
protecting, preserving and promoting erotic art