How D.S. & DURGA and CETI Created a Fragrance Inspired by Whale Communication

This scent invites you to explore the ocean’s mysteries while sparking curiosity and connection.

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In an exciting collaboration, fragrance house D.S. & DURGA has partnered with Project CETI, the groundbreaking nonprofit organization dedicated to decoding the communication of sperm whales through artificial intelligence and cutting-edge robotics. Together, they have launched a new perfume, LET’S DIVE, inspired by the linguistic bridge between humans and whales.

I caught up with Fiona Korwin-Pawlowki, Chief Strategy Officer, and Ashley Zafaranlou, Director of Partnerships & Campaigns at Project CETI, to talk about this unique partnership at the intersection of art and science, emphasizing the importance of marine conservation and the intriguing potential of interspecies communication. LET’S DIVE not only offers a unique fragrance experience but also serves as a conversation starter about the groundbreaking work being done to understand whale communication.

Fiona Korwin-Pawlowski highlighted the significance of this partnership, “As an interspecies communications project, CETI is committed to bringing our mission to new audiences through creative collaborations. D.S. & DURGA’s dedication to the art of perfumery and storytelling is a perfect fit for us as fragrance is a form of communication itself.”

Project CETI, short for the Cetacean Translation Initiative, is a pioneering effort to understand and translate the complex communication of sperm whales. “Our purpose is to carry on the legacy of the Save the Whales movement and have our findings contribute to marine conservation and the protection of whales. We hope that by following CETI’s research and journey people can reflect on their own connection to the natural world and other species around us,” Korwin-Pawlowski explained.

“A part of our vision at CETI is to bring our research to people who may not otherwise feel connected to marine conservation or the ocean we’re engaging in unique collaborations. I wanted CETI to partner with D.S. & DURGA because of their dedication to the art of perfumery and storytelling,” added Korwin-Pawlowski. Fragrance is a form of communication itself and Let’s Dive opens a portal between the wearer and the whales that inspired it. The team at CETI was thrilled that D.S. & DURGA was open to collaborating.

LET’S DIVE is not just a perfume; it's a sensory journey inspired by the serene experience of diving with whales. Ambergris, a wax-like substance produced by sperm whales, has historically been a coveted ingredient in perfumery, and once drove seekers to comb through sandy beaches and across seas in search of the substance to create luxurious, musky perfumes.

LET’S DIVE contains a synthesized version, leaving the whales unbothered to hunt giant squid through deep volcanic canyons in Dominica's sargassum-rich waters, where CETI conducts its whale listening and translating.

Ashley Zafaranlou, Director of Partnerships & Campaigns at Project CETI, elaborated on the ingredients, “Let’s Dive has notes of marine water, seaweed extract, wooly rock rose, synthesized ambergris, choya nakh accord, and our favorite - big whale energy.” This blend of ingredients not only evokes the essence of the ocean but also symbolizes the innovative spirit of both organizations.

The name LET’S DIVE is inspired by the behavioral phrases identified by Project CETI's research team. Korwin-Pawlowski explained, “Recently, the CETI science team has identified a sperm whale phonetic alphabet, providing a foundation to more deeply explore their communication system, one that is much more complex than originally thought. This reveals that sperm whale communication has both contextual and combinatorial structure — previously seen only in humans.”

By wearing LET’S DIVE, individuals are not only indulging in a luxurious fragrance but also engaging in a larger narrative about the potential to understand and communicate with one of the ocean's most enigmatic inhabitants.

“LET’S DIVE introduces a fresh narrative between perfume and the sperm whale, and for anyone who gets to wear the scent, it’s an excuse to talk about how one day we might be able to understand what the whales are saying.”

Zafaranlou

LET’S DIVE is available for purchase online at dsanddurga.com and in D.S. & DURGA stores across NYC and their Abbot Kinney location in LA. “The best way to keep updated on our work is through our website www.projectceti.org where you can read our latest updates, sign up for our mailing list, donate, and follow us on social media at @ProjectCETI,” Zafaranlou advised.

How D.S. & DURGA and Project CETI Created a Fragrance Inspired by Whale Communication

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