Discovers Simplified Scent Collections Reminiscent of Freshened River Fish and Traditional Tatami Mats by Setchu
In a remarkable fusion of cultures, Japanese designer Satoshi Kuwata has unveiled his latest creation - the Setchu fragrance collection. The line, which debuted at Pitti Fragranze last week, has already made its way into every Dover Street Market store worldwide.
Kuwata, who won the LVMH Prize for Young Designers in 2023, has always been fascinated by scent since he arrived in London 20 years ago. His new collection, inspired by a variety of experiences and memories, seeks to create fragrances that are familiar in some respects and strange in others, yet altogether unique.
Each scent in the Setchu collection combines notes inspired by a certain aspect of Japanese life with a Western counterpart. For instance, Monday 9AM Genmaicha is a scent inspired by a Japanese green tea and European-style tea. Thursday 1PM Ayu, on the other hand, is inspired by a vegetarian fish and the smell of relaxation in rocky beaches in the south of France.
One of the most provocative scents in the collection is Tatami, inspired by the traditional Japanese flooring material. Kuwata was inspired to create this scent due to its significance in his life. The scent of Friday 2AM Tatami is described as woody and peppery.
Another intriguing scent is 8AM Saturday Hinkoki Buro, which combines the depth of cyprus wood and musk with fresh touches of warm steam accord and fir needles. This scent was inspired by bathing in a tub made from hinkoki wood and its Western equivalent, taking a shower.
The fragrances in the Setchu collection are said to have an impact that is akin to the maxim, 'you say more with less'. They are subtle yet intriguing, working their way into one's mind like a subconsciously hummed song. In fact, three different people who were introduced to the fragrances expressed an interest in wearing them, despite not typically wearing fragrance.
Collaborating on the Setchu fragrance collection is renowned perfumer Alberto Morillas. The next scent in the collection, Friday 2AM Tatami, is eagerly awaited by fragrance enthusiasts worldwide.
Setchu, Kuwata's brand, takes its name from 'Wayo Setchu', an aesthetic movement that began in the 19th century. With the success of the Setchu fragrance collection, it seems that Kuwata has truly captured the spirit of this movement in a bottle.
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