The mid-century inventor of fashion PR, Percy Savage created the fashion video, founded London Fashion Week, was the first to drape celebrities in designer clothes as a publicity gambit, and introduced an unknown Yves Saint Laurent to the atelier of his good friend Christian Dior—who serendipitously named his debut men’s cologne after him. Arriving late to a brainstorming session at Dior's house to name the new scent, as the butler announced him, a guest banged the table and said, 'Oh Savage, always late!'. At which point, Dior clapped his hands and declared, “That's it! Eau Sauvage!”. You can watch ‘A Savage Life in Fashion’ (2004) on Amazon Prime.
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