Gabriela Hearst’s new scents are inspired by the “two geographies of her life”: Paysandú, Uruguay, and New York, New York.
Gabriela Hearst loves fragrance. At her Chelsea office, when visitors drop in, a cone of incense is usually burning, and as she bounds into the room, you can detect a whiff of freshly applied perfume, something earthy and beguiling. Since founding herin 2015, she’s often thought about launching a signature scent—signature in her case meaning not like the big guys go about it.
“This was done in a very purist way,” says Hearst of her own process. Taking the contrarian route, she tapped not a global conglomerate, but Julian Bedel, the founder of the boutique fragrance brand. Bedel is a guy whose passion for nature and commitment to science mirror Hearst’s own. “You can meet him and name a country, any area in the world, and he’ll start telling you exactly what grows there,” she says. “He’s a connoisseur of plants.
Hearst, who pays close attention to fabric sourcing and relies on deadstock and recycled materials more than many of her designer counterparts. The fact that Bedel is from Argentina, a neighbor to her native Uruguay, sealed the deal. “We’ll encourage people, if they like them, to buy more than one bottle,” says Hearst, “because when they’re gone they’re gone.” Bedel adds: “If we do decide to make more, the second batch could never be the same as the first because the botanicals themselves are different from season to season.” Either way, their plan flies in the face of a century of designer fragrance precedent, which is a global business built on mega-hits, not limited edition one-offs.
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