Rumeur by Lanvin (1934)

Rumeur by Lanvin was launched in 1934, a period of elegance and experimentation in both fashion and perfumery. The name Rumeur, French for “rumor” and pronounced "roo-MEUR", evokes intrigue, secrecy, and allure. Jeanne Lanvin likely chose this title to capture a sense of whispered fascination—perfume as a private statement, a subtle yet irresistible presence. The word conjures images of hidden glances, fleeting whispers in candlelit salons, and the electric allure of mystery, promising sophistication and an understated sensuality to the woman who wore it.

The mid-1930s was a time marked by refinement and glamour in Europe, even as the world faced political uncertainty and economic recovery after the Great Depression. Fashion favored soft, flowing lines that emphasized elegance and femininity, with fur coats, tailored suits, and evening gowns dominating the wardrobes of society women. Perfume was an essential accessory for these ensembles, and designers like Lanvin were creating fragrances that complemented both daytime refinement and evening allure. Women of the period, particularly those dressing in furs or attending social evenings, would have been drawn to a fragrance called Rumeur for its suggestion of discreet charm, sophistication, and subtle seduction. In scent, the word Rumeur implies something elusive yet captivating—a fragrance that intrigues without revealing all of its secrets, like a whispered story in a dimly lit room.