Setchu, the innovative fashion brand belonging to Japanese designer Satoshi Kuwata, is embarking on an exciting new venture into the world of fragrances. This expansion highlights Kuwata’s growing relationship with Milan and the esteemed Pitti Immagine organization. Setchu has been selected as a special guest at the upcoming Pitti Fragranze trade show in Florence, scheduled for September 12 to 14. This event is a notable platform for niche perfumery, and it continues to underscore the designer’s journey into the realm of scent following his runway debut at Pitti Uomo earlier this year.
Kuwata’s first foray into fragrances is marked by the launch of “Setchu Perfume,” featuring a curated collection of five unique scents. Each fragrance is the result of a collaboration with Julie Massé, a master perfumer at Mane, showcasing a blend of Eastern and Western sensibilities—a signature characteristic of Setchu. Kuwata’s vision for the perfumes is deeply personal, capturing memories tied to the rituals of personal hygiene that often accompany slower, more reflective moments. He aims to evoke feelings of purity and nostalgia, drawing inspiration from the sensory experiences associated with both Eastern and Western bathing traditions.
The collection will feature fragrances that are distinctively named after the days of the week, incorporating elements of Japanese tradition and everyday moments. For example, “Monday 9 AM | Genmaicha” reflects the comforting aroma of green tea with toasted rice, while “Wednesday 5 PM | Yuzu” captures the fresh zest of a citrus fruit often used in traditional baths. Another fragrance, “Friday 2 AM | Tatami,” pays homage to the tatami mat, a staple of Japanese homes and a recurring motif in Kuwata’s fashion shows. This thoughtful naming scheme invites users to connect their fragrance choice with specific times and experiences, making each scent a personal journey.
Packaging plays a significant role in the presentation of Setchu Perfume, with minimalistic cube-shaped bottles inspired by traditional tea boxes—a nod to Kuwata’s heritage. Francesca Tacconi, the special event coordinator of Pitti Immagine, remarked on how the brand beautifully melds cultural elements from both Japan and the West. The fragrances not only embody daily rituals but also resonate with emotional depth, tapping into familiar gestures and nostalgic memories that define human experience. Each scent offers a multifaceted exploration of life, transcending gender norms and perceptions, and speaks to the tactile, sensual nature of fragrance.
Kuwata’s background enriches his design ethos; born in Kyoto, he moved to London at 21 to delve into fashion. His experiences with renowned labels like Givenchy and Kanye West shaped his unique aesthetic, leading to the launch of his unisex line in 2020. His inventive designs, characterized by a fusion of Japanese and Western influences, have garnered acclaim, particularly for their fluidity and functionality. His garments often showcase creative techniques, like origami-inspired folds and intricate closures, symbolizing his commitment to innovation and adaptability.
After a successful introduction to the fashion world at Pitti Uomo, Kuwata reaffirmed his artistic direction with another runway show during Milan Fashion Week, where he presented his spring 2026 collection. This strong trajectory not only cements Setchu’s position within the fashion and fragrance industries but also reflects a thoughtful dialogue between art, culture, and the daily lives of individuals. As he continues to blur the lines between traditional and contemporary, Kuwata’s work invites all to explore the beauty that emerges when different worlds gracefully intersect.