Letter from The Creative Director
Welcome to the next destination on our Spring/Summer Riviera road trip. This beautiful collection pays homage to the famously fragrant town of Grasse— slated as the perfume capital of the world.
A personal favourite, Grasse has such a romantic feel right from its very first impression. And I’m not alone, many others have fallen in love with this special place— including Dior, who owns a rose farm there!
This ultra-romantic collection was photographed on location at Hotel Bastide Saint Antoine and celebrates pink hues with floral prints. Designed to carry you through the warming days of spring with a lightness of heart, we’re beyond excited to share our latest landing!
“A flower blossoms for its own joy.” — Oscar Wilde
“You are reborn with the roses, in every Spring.” — Juan Ramón Jiménez
France has been long heralded as the world’s epicentre of fragrance. During the eighteenth century reign of King Louis XV, perfume-making made it’s evolution into the incredibly lucrative and luxurious industry that it is today. But if we want to get really specific, it’s the town of Grasse, France’s floral capital— and our latest collection’s namesake— that is most well known for it’s perfume production.
Fragonard’s story begins in 1926, when businessman Eugene Fuch fell in love with perfume during a visit to the French Riviera. Seeking to bottle the signature scent of Grasse’s flower fields, Eugene wanted to give the company a deeper connection to the town, hence naming it after the Grasse-born painter Jean-Honore Fragonard.
Located in an 18th Century factory in Grasse, Fragonard encouraged visitors to enter the factory to experience the making of perfume, leading to it becoming very popular among tourists. With Fuch’s great-granddaughters now leading the business, Fragonard’s business continues to grow and today stands as an iconic historical building of Grasse known for it’s family heritage and signature scents.