Balenciaga is stepping boldly back into the world of fragrances with the launch of a high-end perfume collection, accompanied by a new boutique dedicated to this venture. This launch marks a significant moment for the brand, as it comes after Kering, Balenciaga’s parent company, took the fragrance business back in-house in 2023. It symbolizes a reconnection with the brand’s storied heritage while simultaneously looking toward the future. CEO Gianfranco Gianangeli emphasized that Balenciaga has always been both a couture and fragrance house. The brand has spent the past three years reconstructing its first fragrance, Le Dix, to celebrate its rich olfactory history and to introduce an innovative lineup of 10 new scents that merge tradition with modernity.
In recounting the journey to revive Le Dix, a fragrance first released in 1947, Gianangeli noted that the team spent 15 years locating an original bottle to serve as a reference. Raffaella Cornaggia, CEO of Kering Beauté, elaborated on this process, noting the careful analysis and recreation of Le Dix’s original formula and design. The new fragrance bottles echo the historic Le Dix design, featuring a glass cap and a hand-tied ribbon, while the outer packaging blends vintage and contemporary elements, incorporating Balenciaga’s trademark industrial gray. These decisions aim to honor the house’s olfactory identity while making it relevant in today’s luxury market.
The new boutique, located at the historic address of 10 Avenue George V in Paris, serves as the focal point for this fragrance revamp. This location is rich in Balenciaga’s history, as it has been the setting for the revival of the brand’s couture salons and collections. The interior design mirrors the Balenciaga couture store next door, characterized by a blend of raw architectural elements and luxurious materials like velvet, suede, and leather. This design language not only pays homage to the past but also enhances the experience of exploring the new fragrance collection, which is currently available in select Balenciaga locations and online.
The collection comprises 10 distinct fragrances with playful names like No Comment, Getaria, and To Be Confirmed, all of which range in color and scent complexity. For instance, Le Dix combines iris, violet, and incense, while Cristóbal integrates oud, patchouli, and oak moss. Each scent is crafted to evoke Balenciaga’s design ethos—bold, emotionally charged, and aesthetically beautiful. The fragrances are displayed on elegant mirrored centerpieces, enhancing their luxurious appeal, and the boutique offers personalized engraving services that allow customers to connect with their chosen scents on a more intimate level.
Sustainability is a fundamental aspect of this launch, with a commitment to eco-friendly practices woven into the development process. The fragrance bottles are designed for infinite refills and are packaged in recyclable materials sourced responsibly. Alcohol for the fragrances is derived from organic wheat, reflecting a conscious choice to avoid single-use plastics. This aligns with the growing consumer demand for sustainable luxury, setting a benchmark for the industry while demonstrating Balenciaga’s dedication to responsible practices.
Recognizing the booming beauty market, Gianangeli sees this expansion into fragrances as a quintessential move to reach new customers and explore new business avenues. By offering a collection of ten unique fragrances, Balenciaga hopes to resonate with diverse consumer attitudes and preferences. This strategic leap into high perfumery not only underscores the brand’s commitment to innovation but also aims to strengthen its position in the luxury fragrance sector, creating a lasting impact that merges the past, present, and future of this iconic house. The potential for further developments in this category is immense, promising an exciting chapter for Balenciaga and its patrons alike.