Worth was clever in crafting a series of perfumes with evocative names that told a love story, making each fragrance feel like a chapter in a romantic narrative. The titles of this series included "Dans la Nuit" ("In the Night"), "Vers le Jour" ("Towards the Day"), "Sans Adieu" ("Without Goodbye"), "Je Reviens" ("I Will Return"), "Vers Toi" ("Towards You"), "Projets" ("Plans" or "Projects"), "Imprudence" ("Recklessness"), and "Requête" ("Request"). Together, these names reflect the emotional stages of a love affair: the mystery and intimacy of the night, the promise of a new day, the bittersweet parting without farewells, the pledge of return, and the eventual reunification. These titles conjure up a romantic progression, from the initial allure of love to the challenges and uncertainties that arise, and finally, the enduring nature of affection.
Vers le Jour by Worth, launched in 1924 and crafted by perfumer Maurice Blanchet, carries a name that speaks to the optimism and hope of a new day. In French, “Vers le Jour” translates to "Towards the Day," and it is pronounced “vehr luh zhoor.” The choice of this name by Parfums Worth suggests a fragrance that mirrors the transition from night to morning, capturing the freshness and anticipation that accompanies dawn. The imagery evoked by the name conjures scenes of the first light filtering through the mist, flowers beginning to unfold, and a sense of renewal that only early morning can bring. It speaks to the beginning of something new—a time of reflection and quiet excitement before the world fully awakens.
In scent, "Vers le Jour" would be interpreted as a cool floral chypre, a genre known for its balance of freshness and depth, traditionally built around notes like bergamot, oakmoss, and patchouli. Given its classification as a floral chypre with a "heavy oriental background," this perfume likely opens with bright, crisp floral notes, followed by deeper, richer undertones that linger on the skin. The cool florals would evoke the fresh bloom of flowers in the morning air, while the ambery base adds warmth and mystery, reminiscent of the slow, steady rise of the sun, hinting at sensuality beneath the surface. The scent would feel both invigorating and grounding, ideal for outdoor activities or sports, as suggested.
When it was launched in 1924, the world was emerging from the shadows of World War I, and the Roaring Twenties were in full swing. Women were embracing newfound freedoms, both in society and fashion. They were more active, participating in sports and outdoor activities, reflecting a modern lifestyle that embraced both elegance and practicality. A perfume like "Vers le Jour" would have resonated with women of the time, offering a fragrance that captured this balance between light and depth—something fresh enough for daytime wear, yet complex enough to feel luxurious and sophisticated.
The time period in which "Vers le Jour" was launched was one of dramatic social change. Women's fashion had evolved towards more practical and liberated styles, and perfumes became an essential part of a woman's identity. For women in the 1920s, "Vers le Jour" would have symbolized more than just a fragrance—it would have represented their own personal transition towards modernity, freedom, and confidence. A scent designed for sporting activities and the outdoors, yet with a sophisticated and rich background, would appeal to a woman who was at once practical and glamorous, ready to embrace life with both energy and elegance.
