Canasta by Jacques Fath, launched in 1950, is a perfume that captures not only a fragrance, but a moment in cultural and fashion history. The name Canasta — pronounced kah-NAH-stah — comes from the Spanish word for “basket,” referencing the meld of cards collected in the popular South American card game that surged in popularity in postwar Europe and America during the late 1940s and early 1950s. The game, with its layers of strategy, flirtation, and evening glamour, quickly became a chic pastime in fashionable salons and drawing rooms. Naming a perfume after this phenomenon wasn’t just playful — it was deeply in tune with the cultural zeitgeist.
Fath was known for being more than just a couturier — he was a keen observer of lifestyle and social rhythm. By choosing the name Canasta, he wasn’t just referencing a game, but conjuring the elegance of social evenings, the clink of cocktail glasses, and the whisper of silk skirts over parquet floors. The word evokes images of smartly dressed women, laughter over card tables, and the kind of confident sensuality that defined Fath’s fashion aesthetic. His “Canasta” fashion line of 1951 echoed the same spirit — feminine, luxurious, and unabashedly glamorous.
Launched at the start of the 1950s, Canasta emerged during the height of what is now referred to as the “New Look” era. After years of wartime austerity, women were once again embracing luxury, volume, and softness — full skirts, cinched waists, structured coats lined in fur, and accessories that suggested grace and refinement. Perfumes became essential accessories to these ensembles, with richer, longer-lasting compositions returning to favor. Against this backdrop, a floral chypre like Canasta felt not only appropriate — it was fashionable.
