The Story
Why it exists.
The beginning
Thameen, which means 'precious' in Arabic, was founded in London in 2013 by Basel Binjabr, whose family supplied raw materials to major fragrance houses for decades. This heritage informed the brand's approach: each perfume treated as a miniature work of art, referencing historic jewels and rare minerals. For Fanfare, the brief was to reimagine the cologne format entirely, creating what Thameen calls a Cologne Elixir, layering more complexity and depth than the category typically allows. Perfumer Bruno Jovanovic was given access to Thameen's material library and tasked with capturing something specific: the sensory memory of London's Flower Market at Covent Garden.
The choice to build Fanfare around herbal notes like rosemary and juniper, rather than relying solely on citrus, reflects Thameen's philosophy of layering surprise into familiar formats. These ingredients echo the herbs that would sit beside flowers at Covent Garden, grounding the romantic imagery in something more grounded and aromatic. The vetiver and patchouli in the base connect to the earth of the market stalls, while the musk provides a skin-like intimacy appropriate for a cologne meant to be worn closely rather than broadcast loudly. This note structure ensures Fanfare feels like more than the sum of its parts: a morning market visit translated into a wearable scent narrative.
The evolution
Fanfare begins with the feeling of morning light hitting a market stall piled with citrus, the moment before commerce fully awakens. Bergamot and lemon arrive first, sharp and energizing, while neroli and the supporting florals soften the edges into something more poetic than purely refreshing. As the top notes begin their fade, rosemary emerges as the unexpected protagonist, its green herbal character taking the scent in a more sophisticated direction. Juniper berry adds a slight gin-like quality, and vermouth's bitter herbal note grounds the transition. By the time the drydown arrives, the citrus has fully receded, leaving woody notes to provide structure. Vetiver contributes its earthy, smoky character while patchouli adds warmth. Musk keeps everything intimate and close, allowing Fanfare to settle into something that feels personal rather than performative.
Cultural impact
Fanfare landed in a market crowded with fresh, citrusy fragrances, but its aromatic heart, vermouth, juniper, rosemary, set it apart from the typical aquatic-and-bergamot formulas. It's the kind of cologne that attracts people who want the freshness without the superficiality. The 2023 release found an audience among those who'd grown tired of safe choices but weren't ready for full commitment. Wearers describe it as the scent of someone who walks into a room and doesn't need to announce themselves. The Covent Garden inspiration reads clearly: this is a fragrance with a sense of place, of narrative, of British wit.
