Setchu previews first fragrance collection at Fragranze

Fashion Network

11-07-2025

Pitti Immagine has announced that Satoshi Kuwata, founder and creative director of the Setchu brand, will be the special guest at the next edition of Fragranze, scheduled for September 12-14 at the Stazione Leopolda in Florence, where he will preview his first perfume collection.
Setchu Perfume, the name of the line, consists of five fragrances that recall the designer's signature style, created together with Julie Massé of Mane, one of the most talented noses in international artistic perfumery.
"I wanted to be able to recover that intimate and deep scent that accompanies each of us in the ritual of personal hygiene, when time is there and there is no hurry, something moving and clean, neat, terse, immaculate, evocative of one's childhood. Finding the smells of the Eastern and Western baths, bringing back those feelings that belong to us, that are related to care. I thought of Sunday mornings, a slow, flowing time, the pleasure of parental care as the endpoint, and with each element I associated a day of the week," Kuwata said.
The inspiration comes from a mix of elements that reflect the link between time, space, and environment. In fact, each fragrance contains in its name a day of the week, a time of day, and a symbol of Japanese tradition: Monday 9 am Genmaicha; Wednesday 5 pm Yuzu; Thursday 1 pm Ayu; Friday 2 am Tatami; Saturday 9 am Hinoki Buro. Also very evocative is the refillable packaging, which recalls the typical Japanese tea box: a perfect cube, minimalist and inimitable, like the contents it holds.
"In Japanese, the term Setchu defines an equidistant point between Japanese and Western cultures, different worlds that Satoshi juxtaposes and makes dialogue, that he composes, first in fashion, now also in fragrance," said Francesca Tacconi, special event coordinator of Pitti Immagine.
"His fragrance collection evokes in the naming and in the olfactory notes everyday and familiar rituals, it is longing for nostalgia, for a stream of water, or a wood, or a fish, it is linked to a moment of the day, to a moment of care and pleasure. With Setchu we want to inaugurate a series of presentations dedicated to the contamination between artistic perfumery and fashion design."
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