Fashion houses are transforming how they use fragrances, turning them into tools for storytelling. Perfumes now go beyond scent, reflecting a brand’s identity, heritage, and design philosophy. Here’s what’s happening:
In — House Production: Luxury brands like Balenciaga are taking control of fragrance creation to align scents with their brand ethos, leading to increased sales (e.g., Kering Beauté reported €150 million in sales in early 2025).
Fragrance Wardrobes: Instead of a single "signature scent", brands offer collections that represent various moods and moments, like Balenciaga’s Le Dix and Getaria.
Capsule Collections: Limited-edition releases, such as Balenciaga’s 10-scent collection, focus on exclusivity and artistry, with prices around €280 per bottle.
Heritage Meets Modernity: Brands like Dior and Balenciaga are reviving archival scents with updated, ethical formulations.
Unisex and Emotional Scents: The rise of gender-neutral fragrances and perfumes tied to personal stories, like Phlur‘s viral Missing Person, reflects shifting consumer values.
Fragrance is no longer just a luxury; it’s a way for brands to connect emotionally with customers, offering an entry point into their world. Whether through collectible bottles, nostalgic scents, or inclusive designs, perfumes are becoming a powerful extension of fashion storytelling.
Fashion Fragrance Industry Statistics and Market Growth 2024-2025
How Fashion Houses Use Fragrance to Tell Stories
Fashion houses don’t just design perfumes - they craft scents that embody their brand’s essence. Much like selecting fabrics or tailoring silhouettes, they carefully choose fragrance notes to reflect their identity. Take Rabanne, for instance. The brand incorporates metallic notes in perfumes like Million Gold for Her, evoking the feel of its iconic chain-mail dresses. Similarly, Hermès uses earthy notes to echo the texture and richness of its signature leather goods.
This storytelling extends beyond individual scents. Instead of focusing on a single "signature fragrance", brands like Balenciaga are creating fragrance wardrobes - a collection of scents that explore different facets of the brand, much like a fashion line offers a variety of styles for various occasions. These curated collections bring a fresh approach to how we think about fragrance, offering a new way to experience a brand’s story.
From Notes to Narratives: How Perfumes Tell Stories
Perfumes are more than just scents - they’re stories in a bottle. Fashion houses elevate this concept by weaving their brand’s history and design codes into their fragrances. For example, Balenciaga’s Getaria pays homage to the Spanish hometown of its founder, while Dior’s Rouge Trafalgar uses bold red fruits like cherry and redcurrant to capture the drama of couture moments, mirroring Christian Dior’s iconic bright red gown from his celebrated runway shows.
Some brands even revisit their archives, blending heritage with modernity. When Balenciaga relaunched Le Dix in September 2024 - originally created in 1947 - modern perfumers replaced discontinued animal-based ingredients with iris aldehyde molecules, preserving the original violet leaf notes. This relaunch was accompanied by the opening of a dedicated perfume shop at 10 Avenue George V.
"Each scent embodies distinctive attitudes, shapes and gestures rooted in the house’s design language like a Balenciaga wardrobe." – Gianfranco Gianangeli, CEO, Balenciaga
Even the bottles tell their own stories. Hermès incorporates its signature "Collier de Chien" stud into its bottle designs, while Rabanne uses "XL Link" jewelry hardware to create a seamless connection between fashion and fragrance.
Beyond creating memorable scents, fashion houses are redefining how they present their products with innovative fragrance lines.
Capsule Collections vs. Permanent Lines
Capsule fragrance collections offer a completely different approach compared to traditional permanent lines. A single institutional fragrance aims for broad appeal, but capsule collections allow brands to tell multiple stories at once. For instance, Balenciaga’s 2024 launch featured 10 distinct scents, ranging from the heritage-inspired Le Dix to the experimental Incense Perfumum, each reflecting a different aspect of the house’s identity.
"There is the idea of creating desire starting from the highest segment. We also wanted to showcase diverse brand facets." – Raffaella Cornaggia, CEO, Kering Beauté
These capsule collections often debut at ultra-premium price points — Balenciaga’s collection, for example, retails at around $280 for a 100 ml bottle. The limited-edition nature of these collections adds an element of exclusivity, attracting high-end consumers looking for something truly distinctive.
Why Fragrance Matters for Fashion Brands
Fragrance plays a crucial role in how luxury brands connect with their audience. It offers a way to experience the brand’s identity without the hefty price tag of a $2,000 handbag. As Louis Vuitton’s former CEO Michael Burke put it, "It’s easier to build a relationship with a €300 perfume than it is with a €2,000 bag".
The numbers back this up. Burberry’s beauty division, for instance, generated around $187 million in wholesale revenue during its first year of in-house operations. Additionally, sales of fragrances priced over $150 rose by 14% in the first quarter of 2025.
By combining evocative scent stories with collectible capsule releases, brands create a deeper emotional connection with their customers. John Smith, COO of Burberry, captures this perfectly:
"Fragrance is driven by image, makeup is driven by improvement, and skincare is driven by loyalty. We know that we need all three." – John Smith, COO, Burberry
This approach allows fashion houses to position beauty as a "fifth division" alongside womenswear, menswear, accessories, and footwear, ensuring a consistent brand experience across all touchpoints.
Designing Capsule Collections That Tell Stories
Capsule collections weave compelling themes into their fragrances, bottle designs, and marketing campaigns, creating a multi-sensory narrative.
Drawing Inspiration from Heritage and Identity
Capsule collections often tap into a brand’s heritage and identity, crafting stories that resonate deeply with their audience. Fashion houses frequently revisit their archives to honor their roots. A prime example is Balenciaga’s collection featuring Le Dix, Getaria, and Incense Perfumum. The Le Dix fragrance, originally created in 1947, retained its signature powdery notes while modernizing its formula by replacing animal-derived ingredients with contemporary iris aldehyde molecules to meet today’s ethical and regulatory standards.
"There was no better way to honor everything this wonderful house stands for than by bringing back the very first fragrance that Cristóbal created." – Raffaella Cornaggia, CEO, Kering Beauté
Names and designs often reflect historical or regional significance, further strengthening brand identity. In October 2024, Bottega Veneta introduced five unisex fragrances crafted by Matthieu Blazy. The bottles drew inspiration from Venetian glassblowing traditions and featured Italian bergamot as a nod to the region’s craftsmanship.
Similarly, Caron underwent a brand redesign in 2021 under Ariane de Rothschild. Designer Alnoor Mitha de Bharat revived the iconic "bisected ‘o’" logo from the brand’s 1904 archives and updated the packaging with a gender-neutral Bordeaux color scheme, blending tradition with modern sensibilities.
Beyond the Scent: Visual and Sensory Storytelling
Fragrance storytelling extends beyond the scent itself, with packaging and campaign visuals playing a vital role. For instance, Balenciaga’s September 2025 launch featured a campaign video by British artist Katerina Jebb. The video showcased the meticulous recreation of a vintage bottle, aligning with the opening of their new store at 10 Avenue George V.
In another example, niche brand Extra Virgo collaborated with director Giovanna Gorassini in March 2025 to create a cinematic narrative for their fragrance Oracle. Shot in Apulia, Italy, the black-and-white film captured the Mediterranean essence of the fragrance, translating notes like Royal Green Ojari incense and Italian cypress into a visual story of harmony with nature.
The success of these high-end collections is reflected in the numbers. Kering Beauté reported $162 million in sales during the first half of 2025, a 9% year-over-year increase, driven by launches from brands like Bottega Veneta and Balenciaga.
Personal and Gender — Fluid Stories
Contemporary capsule collections are shifting toward gender neutrality and emotional storytelling, reflecting evolving consumer values. In October 2024, Bottega Veneta’s Creative Director Matthieu Blazy emphasized this approach when unveiling the brand’s unisex perfumes:
"I said at meeting one, I don’t want to have anything gendered – zero (...) For me, in the world we live in, it doesn’t make sense." – Matthieu Blazy, Creative Director, Bottega Veneta
This approach combines traditionally masculine and feminine fragrance notes, creating scents that transcend gender labels. Marketing has also moved away from technical descriptions, focusing instead on emotional resonance. For example, Phlur’s Missing Person fragrance became a viral sensation by positioning itself as "the scent of someone you miss", resulting in a 200,000-person waitlist and immediate sellouts following a TikTok-driven campaign.
In May 2025, Octavia Morgan made history as the first Black woman to have her fragrance brand carried at Ulta Beauty. Her gender-neutral collection, inspired by her grandmother’s herbalist legacy, features scents like Oud Noir and Summer Fleur and highlights the growing appeal of personal storytelling.
"All of the scents that we create always start with a story... each one of those stories asks, ‘What do you want to convey?’" – Octavia Morgan, Founder, Octavia Morgan
This shift toward emotional and inclusive narratives aligns with consumer preferences. Among Gen Z, 73% wear fragrance at least three times a week, and 42% prioritize mental health and wellness benefits in their fragrance choices. Additionally, annual fragrance spending by teenage boys surged by 44% in 2024, underscoring the broad appeal of gender-neutral collections.
Why Capsule Fragrance Collections Resonate with Audiences
Capsule fragrance collections have captured the imagination of consumers by combining exclusivity, creativity, and emotional storytelling. These limited-edition releases offer a unique appeal that often surpasses the allure of permanent fragrance lines, creating deeper connections with audiences and driving brand loyalty.
Exclusivity and Collectibility
The appeal of exclusivity is a major factor behind the success of capsule collections. Take Balenciaga’s 10-scent collection, launched in September 2025. By limiting availability to its Parisian perfume shop on Avenue George V and a select 200 global boutiques, the brand created a sense of scarcity and desire. This strategy mirrors the "drop culture" popular in the fashion world, where limited releases generate buzz and elevate perceived value.
Capsule collections also transform fragrances into collectible art. Fendi, for instance, uses refillable bottles designed by master glassmakers, featuring brass details and its iconic "FF" cap. These bottles aren’t just containers - they’re objects of beauty. The numbers back up this approach. Victoria Beckham’s fashion brand saw a 50% sales jump in 2024, reaching $115 million, after launching a high-end fragrance line priced at nearly $300 per bottle. Created with perfumer Jérôme Epinette, the collection was distributed through exclusive retailers like Violet Grey, showing how luxury fragrances can enhance a brand’s identity and profitability.
Experimentation and Creative Freedom
Capsule collections give perfumers the chance to step outside the usual commercial constraints, embracing creativity and experimentation. Linda Sivrican, founder of Capsule Parfumerie, emphasizes this:
"It is not a brand you can mass produce in any way. It must remain small-batch and artisanal".
This freedom allows for bold, forward-thinking compositions that might not fit into a permanent lineup. Fendi’s 2024 capsule is a prime example, featuring a seven-scent collection with an average of 18% natural and artisanal raw ingredients. Silvia Venturini Fendi, Artistic Director, explained:
"The fragrance collection tells the story of Fendi from another point of view. It expresses the essence of the Maison in a different way, by telling its story in a different language".
By treating each scent as part of a "fragrance wardrobe", Fendi captures different moods and gestures, tying them back to the brand’s design philosophy. This creative flexibility strengthens the emotional connection between the brand and its audience.
Emotional and Cultural Connection
Fragrance has a unique ability to evoke emotions and tell stories, making it a powerful tool for building connections. Yvan Jacqueline, President of Parfums de Marly and Initio Parfums Privés Americas, highlights this:
"Willy was combining the power of the visible with the power of the invisible. With smell, you can project a message that has an effect on someone’s subconscious".
This emotional depth often taps into nostalgia. For example, Balenciaga’s recreation of its 1947 Le Dix fragrance, updated with modern iris aldehyde molecules, bridges the past with the present while adhering to contemporary ethical standards. Similarly, Gen Z’s embrace of "grandma perfumes" with powdery and violet notes reflects a longing for scents tied to personal and generational memories.
The rise of functional fragrances further underscores this connection. With 42% of Gen Z prioritizing mental health benefits in beauty products, capsule collections are increasingly marketed as tools for emotional well-being. This aligns with broader trends, such as 73% of Gen Z wearing fragrance at least three times a week and a 44% rise in fragrance spending among teenage boys in 2024.
The financial results speak volumes. Kering Beauté reported €150 million (around $165 million) in sales during the first half of 2025, marking a 9% year-over-year increase. Luxury brands now account for 12% of U.S. prestige fragrance sales, with overall prestige fragrance sales growing by 14% year-over-year in 2024.
Your Personal Fragrance Expert Awaits
Join an exclusive community of fragrance connoisseurs. Each month, receive expertly curated selections from over 900+ brands, delivered in elegant 8ml crystal vials. Your personal fragrance journey, meticulously crafted.
Much like luxury fashion houses create capsule collections to tell a story, your fragrance journey should evolve from exploration to curating a refined wardrobe. The key? Sampling before committing to full bottles.
Sampling Before Committing
Sampling has become an essential part of discovering fragrances. Take Juliette Has a Gun, for instance - they distribute 1.7 million samples annually through Sephora, illustrating how smaller formats encourage full-bottle purchases later on. This approach minimizes the risk of blind-buying expensive fragrances.
Scento simplifies this process by offering 0.75ml, 2ml, and 8ml decants of both designer and niche scents. These smaller sizes allow you to see how a fragrance evolves on your skin over several days, not just the fleeting moments at a store counter. The 8ml option, with around 120 sprays, is particularly convenient - giving you enough to experience a scent across different seasons and occasions. Scento even offers a subscription service, delivering a curated fragrance each month based on your preferences.
Studies show that sampling programs significantly boost sales. When you can test a fragrance at a fraction of the full-bottle price, it becomes easier to find scents that genuinely resonate with your personal style.
Once you’ve identified the fragrances you love, the next step is to start building a thoughtful fragrance wardrobe.
Creating Your Capsule — Inspired Wardrobe
Fashion brands often design capsule collections with versatility in mind, and the same principle applies to fragrances. A well-rounded fragrance wardrobe includes scents for various moods and occasions.
Here’s a guide to five key categories:
Refreshing scents: Citrus and green blends to energize your mornings.
Daytime options: Subtle notes like iris, vetiver, and light woods, perfect for work.
Day-to-evening versatiles: Smooth transitions with woods, fougères, or chypres.
Bold evening statements: Rich orientals, ambers, or dramatic florals for nights out.
Calming scents: Soothing notes like orange blossom, violet, or lavender for relaxation.
Start with three core fragrances: one for daily wear, one for evenings, and one versatile option. As you continue sampling, gradually add one or two bottles per month to expand your collection. Once you reach around ten full bottles, pause to reassess. This ensures you avoid a cluttered collection where many bottles go unused. Interestingly, 73% of Gen Z wear fragrance at least three times per week, reflecting a growing trend of rotating scents to express different facets of their identity.
Moving from Discovery to Full Bottles
After assembling your initial wardrobe, the next step is to confirm your favorites before investing in full bottles. Smaller formats, like travel-sized sprays, offer an affordable way to test a fragrance’s longevity, projection, and how it evolves throughout the day. In fact, 78% of Gen Z consumers start their fragrance journey with travel-sized products.
Full bottles, however, deliver better performance, including longer wear and stronger projection. Beyond functionality, many brands craft their bottles as collectible pieces. For example, Fendi offers refillable bottles designed by master glassmakers, blending artistry with practicality.
To help customers make the leap from discovery to full-sized bottles, Scento plans to introduce 30ml+ designer bottles. A 30ml size strikes a perfect balance - large enough to serve as a staple fragrance but small enough for variety.
Market trends back this methodical approach. In 2024, Victoria Beckham’s brand saw a 50% sales increase to $115 million after launching its fragrance line, with bottles priced near €300. This success wasn’t fueled by impulse buys but by strategic sampling and selective distribution through high-end retailers like Violet Grey. Similarly, sales of fragrances priced above €150 grew by 14% in the first quarter of 2025, proving that consumers are willing to invest in full bottles when they’re confident in their choice.
Always test samples directly on your skin - not just on paper strips - and keep a journal of your experiences. Note which components you enjoy, how long the scent lasts, and the emotions it evokes. This habit will help you curate a cohesive wardrobe and ensure you can find suitable alternatives if a favorite scent is ever discontinued. Only after a fragrance passes this extended trial should it earn a permanent spot in your collection.
Conclusion
Fragrance has become more than just a scent - it’s a form of storytelling that taps into memory, emotion, and personal identity. Delfina Delettrez Fendi, Artistic Director of Jewelry at Fendi, captures this beautifully:
"With a fragrance you can change your identity to tell a different story. It’s like the ultimate, everyday accessory".
Through capsule collections, fashion houses highlight their heritage and unique design philosophies, creating a deeper emotional connection with consumers. These collections inspire individuals to explore their own sensory stories, moving beyond the traditional notion of a single "signature scent."
The numbers speak volumes: niche capsule collections have seen a 34% year-over-year growth and now make up 23% of total fragrance sales. This growing trend reflects a collective shift toward curating versatile fragrance wardrobes that align with varying moods, occasions, and settings.
The journey doesn’t have to come with a hefty price tag. Scento’s curated 8ml decants, offering around 120 sprays, provide an affordable way to explore how a fragrance unfolds across different seasons and environments. This makes discovering new scents both accessible and low-risk. And for those ready to expand their collection, Scento’s upcoming 30ml+ bottles will make it easier to transition from sampling to curating a personalized fragrance wardrobe.
Whether you’re captivated by nostalgic powdery notes, daring evening scents, or modern, gender-inclusive compositions, capsule collections open the door to sensory experiences that go far beyond fashion. Each fragrance tells its own story - and with thoughtful sampling and curation, you can find the ones that truly resonate with yours.
FAQs
How do fashion houses use fragrances to express their brand stories?
Fashion houses skillfully use fragrances to extend their brand identity into the realm of the senses, transforming their history, mood, and vision into scents that spark emotion and connection. Take Balenciaga, for instance - its ten-scent capsule collection honors Cristóbal Balenciaga’s legacy by blending vintage-inspired touches with modern twists, seamlessly linking the brand’s storied past to its contemporary presence. Similarly, iconic fragrances like Chanel No. 5 have become inseparable from their fashion houses, representing the elegance and timeless appeal these brands are known for.
Runway shows often take this a step further, incorporating custom fragrances to immerse audiences in the brand’s story, using scent to evoke powerful memories and emotions. Limited-edition capsule collections provide another layer of engagement, offering fans the chance to own tangible, wearable pieces of a brand’s narrative. For shoppers in the U.S. who want to explore these distinctive creations without committing to full-size bottles, Scento offers designer decants in 0.75 ml, 2 ml, and 8 ml sizes. This makes discovering luxury fragrances an accessible and deeply personal experience.
How do luxury fashion houses use capsule fragrance collections to tell their stories?
Luxury fashion brands have found a unique way to tell their stories and engage with their audience: capsule fragrance collections. These exclusive, limited-edition scents often align with runway shows, seasonal inspirations, or special collaborations, serving as a sensory representation of the brand’s essence. Each fragrance feels like a “scented chapter,” offering consumers an intimate and unforgettable glimpse into the brand’s creative vision.
For many enthusiasts, these collections go beyond being just perfumes - they become cherished keepsakes that capture a specific moment or artistic journey. Platforms like Scento provide U.S. shoppers with the opportunity to explore these rare fragrances through carefully curated decants. It’s an accessible way to immerse oneself in a brand’s narrative without the commitment of purchasing a full-sized bottle.
Why are gender-neutral and emotionally driven fragrances becoming more popular?
Gender-neutral fragrances are becoming increasingly popular as people move away from traditional gendered categories, opting instead for scents that resonate with their unique personalities and sense of self. This trend reflects a broader societal shift toward embracing fluidity in gender norms. In response, many brands are crafting inclusive, narrative-rich perfumes to cater to this evolving preference.
Meanwhile, fragrances tied to emotions are also finding their moment. Perfume has a remarkable ability to connect with memory and evoke deep feelings - whether it’s nostalgia, intimacy, or a specific mood. Small decants, like those available through Scento, allow consumers to experiment with these emotion-driven scents without the commitment of purchasing a full bottle. This approach makes discovering perfume a more personal and meaningful journey.
