At some point in the mid-1990s, The Gap decided two things were very important: 1) convincing the world that swing dancing in dad khakis was fun; and 2) providing middle-school girls with the illusion of individuality.

Twenty years from now, our grandchildren will spend their Marxist phases critiquing the false consciousness that led us to believe that a “signature scent” could somehow stand in for character. But what is cheaply made, mass-marketed, and ostensibly classy perfume for if not providing insecure teenage girls with eight dollars worth of identity security.

Five fragrances; five personalities. For girls too old for American Girl dolls and their various [...]