Maison Francis Kurkdjian 724 was launched in 2022, created by Francis Kurkdjian with notes of aldehydes, bergamot, sweet pea, jasmine, mock orange, white musk and sandalwood. This is very much that "clean" vibe. There are arguments that this is either the old 754 from MFK or a close relative with perhaps some reformulation
From the brand - "In the light of a pure sky rising over the city ascends the elegant silhouette of 724. Urban landscapes and their surrounding architecture overtly influenced the graphic aesthetic of this musky floral Eau de parfum. Luminous, vibrant, and comfortably addictive, 724 invites you to feel the city rhythm. In the top notes, a fresh, urban accord is perceived. It is the sensation of clean, energizing freshness, formed of bergamot from Italy and the verticality of aldehydes with sophisticated, slightly metallic, effervescent facets. At the heart of this fragrance lies an airy aura conveyed by a bouquet structured by jasmine absolute from Egypt, sweet pea, and mock orange. In the base notes, this universe of whiteness surrenders to an enveloping, comforting sensation thanks to sandalwood and white musk accord."
"There is something about big cities that sweeps over you, electrifies you, elevates you. I translated that communicative energy, that life pulsating in unison, into a fragrance." - said Francis Kurkdjian.
Fragrantica - " It opens up with nice and refreshing bergamot — which I absolutely do enjoy. It almost feels a bit expensive, certainly like something a quality house would release. Later it smooths down a bit, still very much fresh and citrusy. It's sweet, jammy, and fresh. It feels finished and as if you just mixed a bunch of Maison Francis Kurkdijan freshies together to create the ultimate mass appealing scent that people will buy, just because they find it okay enough to wear it. The fresh bouquet of flowers, which I expected to soften down the fragrance, are existent, which just made me happy — as those are among my favorite notes."
Fragrantica - "To me it smells like clean, very luxuriously washed clothing, I just love to hug my bf and smell this on him! I love this fresh laundry scents, to me, they are super sexy and true luxury scents. When you don't want to provoke everyone around you, you create this fresh and vibrant aura for yourself. You dedicate this perfume to yourself and not to your surroundings. It is a luxury that you give to yourself."
Fragrantica - "Yes, it is similar to Aqua Universalis, but it is better in my opinion. Sweet pea note makes it more interesting, and aldehydes are 'elevated' and make it slightly different to your usual citrusy freshies."
Fragrantica - "Ganymede + Aqua Universalis. A dream to those who are fond of these two."
Fragrantica - "This smells like a crisp white shirt on a clean person. It SCREAMS Old Money and Clean Girl Aesthetic."
