In 1975 Hubert De Givenchy broke with traditional men's fragrance conventions by combining cologne and lavender scents to create Givenchy Gentleman - a potent fragrance centred on an aromatic woody accord. Today, the gentleman of the 21st century has evolved. He is a modern gentleman with enigmatic charm and an effortless sense of style. For 2013, Givenchy is launching a new men's fragrance that revisits the rich heritage of the brand, where aristocratic elegance meets luxury for one self.