Niblo Senior

In my book, By Kilian’s Back To Black is one of the greatest niche releases of all time and a showcase for what perfumery does best – transforming nature into a dream. Back To Black is one of those rare gourmand fragrances that arguably smells better than its culinary point of inspiration tastes, elevating an already wonderous gastronomic experience into a fantasy that can riff on places, moods, atmospheres, bodies, and aspirations.

I was going through the fragrances I had already smelled before with Steve Martin Paris owner Yasir Alsafi, when I saw this enigmatic black cube that seemed new to me. It was indeed a new fragrance called 0:00 AM. What a mysterious title! I asked Yasir if I could smell it, and suddenly I couldn't even hear what he was telling me, such was the trance I found myself in. When I smelled 0:00 AM I felt like I was being transported to another place and time.