754

The Verdict

Maison Francis Kurkdjian 754 is a fragrance born from a specific time and place: the 111th anniversary of Bergdorf Goodman, the iconic department store at 754 Fifth Avenue in Manhattan. Francis Kurkdjian crafted this as an olfactory snapshot of a bright blue Manhattan morning, and for many wearers it delivers exactly that sense of polished, luminous freshness.

The community response is largely positive but divided along predictable lines. Those who appreciate the MFK house aesthetic of refined, well-blended compositions tend to love 754 as perhaps the purest expression of that style. Critics, however, find it too safe and clean, with the white musk pulling the composition toward generic "laundry fresh" territory. One reviewer on The Scented Devil called it potentially "the most MFK-smelling MFK that ever MFK'ed," which serves as both its greatest strength and its limitation.

What It Smells Like

The opening is a bright burst of lemon that feels crisp and effervescent rather than tart. This quickly gives way to the floral heart where lily-of-the-valley, sweet pea, and freesia create a delicate, airy bouquet that one reviewer described as smelling like "salted lemons and a crystallised bouquet." There is nothing heavy or cloying about these florals; they read as translucent and dewy.

As the composition settles, white musk and sandalwood form a soft, clean base that has drawn comparisons to freshly laundered linens. The galaxolide gives a "dryer sheets freshness" that intertwines with a subtle hint of something almost animalic, then glazed over with creamy sandalwood. The overall effect is of modern, understated elegance that sits close to the skin.

When to Wear It

754 is a year-round fragrance with particular strength in spring and summer. Its bright citrus opening and clean musky base make it ideal for daytime wear, office environments, and any situation where you want to smell polished without being intrusive. Multiple reviewers have noted its easy versatility across seasons and demographics.

This is a morning-to-afternoon fragrance at heart, perfectly suited for brunch, professional meetings, or casual outings where you want to project quiet sophistication.

Longevity & Projection

Despite being an eau de parfum, 754 performs more like a strong eau de toilette according to many wearers. Expect roughly four to five hours of noticeable wear before it fades to a skin scent. Sillage is moderate and intimate rather than projecting, which suits its refined character. Reapplication may be needed for all-day wear.

The Community Says

The fragrance community is split but leans positive. Fans describe 754 as "bright, floral and luminous" with "beautiful harmony of notes perfectly unisex." The Scented Devil blog praised its excellent performance and near-universal wearability. Australian Perfume Junkies called it "a very nice modern reinterpretation of the ozonic/aquatic genre" with notes that "smell amazingly new and interesting." Critics counter that they "just smell generic flowers" and that the musk can become overwhelming, turning the composition into what one Fragrantica reviewer called "a Muskfest."

Who Should Buy This

If you already love the MFK house style and want what may be its most distilled expression, 754 is worth seeking out. It also suits anyone building a wardrobe of versatile, office-appropriate fragrances that avoid extremes. Collectors will appreciate the Bergdorf Goodman provenance, though the widely available 724 reformulation offers a similar experience at a more accessible price point.

The Bottom Line

754 is a beautifully crafted citrus-floral musk that captures the spirit of a crisp New York morning. It is refined, easy to wear, and quintessentially MFK. Whether that excites you or bores you will depend entirely on how you feel about elegance without edges.