Tory Burch Uses Nostalgia As Her Secret Weapon

Her new fragrance, Knock On Wood, is an ode to a childhood spent surrounded by nature.

With the launch of her latest fragrance, Knock On Wood, designer Tory Burch is once again swinging from the trees with a scent that draws inspiration from a childhood spent in Valley Forge. With its unique combination of woody notes and Turkish rose, Burch’s fragrance is an expression of contrasts, at once feminine and warmly bold. She spoke with L'Officiel USA about the new scent’s inspiration, the role of nostalgia in creating it, and the importance of superstition.

Tell us about this new scent. What are the notes you used? And what inspired them?

Knock on Wood is a woody floral that evokes strength, confidence, and a little luck.

Is there a story you hoped to tell with this scent?

It started with my childhood in Valley Forge, which was spent predominantly outside, running around our farm. There’s nothing I love more than a woody scent. The scent is about nature and nostalgia.

The scent is described as a powerful take on duality. What dueling characteristics do the wearers of this scent exhibit?

I have always been interested in the idea of contrasts. Knock on Wood represents the concept of tomboy and feminine, soft and strong. The scent is an unexpected mix, with Turkish rose and sandalwood, cardamom and vetiver.

How does this fragrance fit in with your others, specifically Just Like Heaven?

Fragrance is about nostalgia for me. [The scents I have created] represent some of my most vivid memories—whether it was the scents from my mom’s garden or sitting at her vanity and mixing and spraying all of her perfumes all at once.

Why did you decide to name it Knock on Wood?

I like the play on a little superstition and a woodsy scent.

What are the superstitions you most believe in? Is there anything that you are superstitious about?

I believe in many superstitions, enough to last a lifetime. They come out when I travel. I tie a red ribbon on my luggage or on my children’s wrists for good luck. It’s a family tradition my grandmother started.

Is there something about today’s culture that feels like customers will be drawn to a superstition-inspired scent?

Positive energy never hurts, especially today.

Tell us about the bottle. What was your inspiration for it?

Orange is part of our DNA, as is gold fretwork. The bottle is simple and maximalist at the same time.