With a Crafted Fragrance Collection, Loewe Ushers in a New Chapter

The creative team dedicated themselves to curating the finest ingredients to craft their fragrances. “Selecting the right ingredient is just the beginning,” she notes. “Then, it’s about discovering how to highlight their beauty.” Take the Iris Root eau de parfum; it showcases the soft, creamy essence of iris rhizome. “To elevate its allure, I needed to introduce an unexpectedly vibrant note,” explains Cruelles, who paired it with Timut pepper, known for its zesty, grapefruit-like aroma, and violet for an earthy balance.

For another scent, the focus turned to vanilla—a fragrance that evokes nostalgia. Picture the warm, comforting scent of freshly baked goods wafting through your grandmother’s kitchen. But with the Roasted Vanilla eau de parfum, Cruelles aims to take you beyond the ordinary. “Vanilla vine can be surprisingly animalic and dry,” she mentions. By blending it with oakwood and an array of spices, Loewe has created a fragrance that harmoniously marries a tonic-like sweetness with the familiar warmth of vanilla.

The final scent in the lineup, Bittersweet Oud eau de parfum, pays homage to Cruelles’ formative years studying perfumery in Dubai, where she developed a deep appreciation for the enchanting qualities of oud. True to Loewe’s creative spirit, she describes how they combined it with sweet orange for a distinctive twist. The result is a rich yet zestful scent unlike anything you’ve encountered before.

From the meticulous selection of ingredients to the careful crafting of compositions, this entire journey spanned over two years. Ultimately, the final fragrances are housed in a bottle that is as exquisite as the scents themselves. “It is a work of art,” Cruelles affirms. “I believe people will treasure these bottles long after the fragrance is gone.” Each fragrance from the Loewe Crafted Collection features a sculptural vessel adorned with naturally occurring bubbles, reminiscent of handcrafted glass, capped with a granite top.

“There is a fragrance for every woman,” says Cruelles. “Just as you have a variety of jewels and outfits for different occasions, these scents express your essence. They capture an intangible quality in the air, even if you don’t immediately recognize it.” She recommends that you take a moment to inhale the fragrance with your eyes closed to fully appreciate its depth. “In that moment, you truly connect with the scent.”