5 QUESTIONS: ALIA RAZA FROM REGIME DES FLEURS

Régime des Fleurs was started off in 2014, and has offered (and carries on to supply) many of the most interesting and delightful scents I’ve smelled in fairly a while. From their website: Régime des Fleurs is known for its exceptional tackle luxury fragrance. Superior-concept perfume collections in vivid packaging draw inspiration from mother nature, history, and art. Founder Alia Raza commenced pursuing her passion for perfume following an acclaimed career as being a filmmaker and artist whose function explored natural beauty and fragrance. Collections include the traditional Eau de Parfum, the numerous-use Private/Area, the Artefacts candles, as well as the limited version, artisanal Fait Main. Here are 5 queries for Alia, and her solutions.

Q: One of many things which caught my awareness about Régime des Fleurs is how … specific your fragrances are, for not enough an improved term. Like Just about every scent is telling a very distinct story. Could you inform me how you discover your start line with a fragrance, your conclusion point, and what your approach is? Remember to decide a specific scent to mention if that would ensure it is easier.

A: I do think for so prolonged, Particularly developing up, make my scent sentosa  I thought of perfume as truly not telling any story, but actually just seeking to appeal to as Many individuals as feasible. The advertisements I noticed in Publications and on Television set After i was increasing up employed designs who had been attractive and exquisite. That gave the impression to be with regard to the only concept concerning the stories perfumes had been telling. Some were a bit darker, some a bit more harmless, and a great deal of the imagery was astounding, but everything felt rather generic to me. I think the truth is the fact that all of these old perfumes ended up actually specific in terms of their themes, the development and analysis that went into them, the creation, but then all of it got a little watered down in the advertising to ensure numerous people could effortlessly understand it. We weren’t as mindful of or subjected to the stories currently being told powering the scenes.

After i started out creating perfume it absolutely was within an art context, to point out within a gallery, and I had an extremely certain thought for your scent I was building. It was derived from years of work being an artist generating videos and movies about scent. So Once i begun the model it appeared purely natural to inform precise tales with Each individual fragrance. I liked the thought of packing in as many visual and literary and historic and art references into Each individual in the stories, Or maybe they have been far more like poems, and laying them bare inside the duplicate and imagery detailing Every perfume. As the business has progressed, I’ve absent from making these incredibly certain handmade perfumes in compact batches with specific backstories to consciously seeking to make perfumes that are still outwardly far more certain than the outdated designer perfumes from my youth but will also a tiny bit far more obtainable, a little extra relatable than the hand manufactured. The brand name is usually about nature, heritage, and artwork, as well as the perfumes are about a number of particular references within these themes.

For our hottest launch, last 12 months’s Small Flower, the Concepts that motivated the perfume, packaging, and campaign imagery have been the glamour of old Hollywood actresses, the images from the French photographer Irina Ionesco, the Catholic patron saint of flowers Sainte Thérèse de Lisieux, and fresh new young roses in a little yard while in the East Village of Manhattan, with town surrounding. So I guess it basically was really unique!

 

Q. You described with your comment on the Posse that you’re under pressure to create the bottle branding far more steady visually. That seems actually various from a philosophy in certain posts I’ve read about the manufacturer, where by the bottle style and element is an element of the inventive process and exclusive towards the fragrance you’re working on. (With the report, I disagree with regard to the branding needing to all be the same visually, Even though it’s possible singular bottle styles are the posh of makes like Dior with larger profiles and further pockets, And that i believe making use of one particular bottle model for every little thing have to be more cost-effective.) What are your views?

A. I just preserve hearing from Every person I work with and check with, no matter if it’s shops, distributors, income agents, promoting individuals, even shoppers – that Though lots of folks are now accustomed to the name Régime des Fleurs, the Visible id is a bit scattered. Wonderful, but scattered. The candles seem like one particular brand name about the ancient globe, the assorted perfume collections all glimpse diverse from one another. It’s been pleasurable for me, both entertaining and very hard – All of this playing with our packaging plus the appear of the merchandise through the years, instead of focusing on one particular streamlined seem like most models do. But now it’s a whole new obstacle to pivot a little.

I realize I’m repeating myself, but to start with this was definitely Significantly closer to an art exercise than an organization or brand. If I want the business to actually survive and improve, you will discover selected procedures I need to try out in order to contend with all one other manufacturers flooding the Market. I’ll usually continue to keep using the best components and featuring quite possibly the most exquisite perfumes I’m able to, but I do choose to attempt to streamline the glimpse in the brand and find out what transpires. I’m curious and excited about it. I’ve needed to find out how to perform all this from scratch, the final 6 decades are already like my enterprise university, and I’m interested now in that side of things and also the inventive and artistic side, and it’s really pleasant for getting to take a look at it with you.

Leave a Reply

Your email address will not be published. Required fields are marked *