SETCHU, the brand founded by 2023 LVMH Prize winner Satoshi Kuwata, is set to unveil its first fragrance line, titled SETCHU Perfume.
The new collection will make its official debut at the international fragrance fair Pitti Fragranze, held in Florence from September 12 to 14, 2025. SETCHU has been named the Special Guest of this edition, marking a significant moment in the brand’s evolution.
This launch marks SETCHU’s first foray into the fragrance category. The collection features five distinct scents developed in collaboration with Julie Massé of the fragrance house Mane, known for her artistry in niche perfumery.
Rooted in the brand’s core philosophy of “harmonizing East and West,” the collection aims to evoke memories, emotions, and the passage of time through scent.
“I wanted to capture that intimate, profound scent that accompanies each of us in the ritual of personal hygiene, when there’s time and no rush.” Kuwata explains. “Something moving and pure, fresh, crystalline, immaculate, that evokes childhood.”
He adds, “I set out to find the scents of both Eastern and Western bathing rituals, to bring back those sensations tied to care and nurturing. I thought of Sunday mornings, of a slow and fluid time, of the quiet joy of parental care. To each element, I associated a day of the week.”
The five fragrances in the collection are:
- Monday 9 AM | Genmaicha
- Wednesday 5 PM | Yuzu
- Thursday 1 PM | Ayu
- Friday 2 AM | Tatami
- Saturday 9 AM | Hinoki Buro
Each scent is named after a day of the week, a time of day, and an element of Japanese tradition, designed to evoke a specific scene or ritual from everyday life.
The packaging, inspired by traditional Japanese tea boxes, takes the form of a minimalistic cube, protective yet refined, visually echoing the delicate nature of the fragrances within.
Francesca Tacconi, Special Event Coordinator at Pitti Immagine, commented on the announcement:
“In Japanese, the term SETCHU defines a point of balance between Japanese and Western culture, two different worlds that Satoshi brings together and sets in dialogue, that he composes, first in fashion, and now in fragrance.
His fragrance collection evokes, through both its names and olfactory notes, the rituals of everyday life, familiar gestures filled with emotion and nostalgia: for a stream, a piece of wood, or a fish. Each scent is linked to a moment in the day, to an act of care or pleasure. Sensual, romantic, mature, childlike, abstract, tactile – beyond gender. This is the spirit behind SETCHU’s compositions, capable of harmonizing opposites into a singular, unified experience.”
She added, “With SETCHU, we are launching a series of presentations dedicated to the intersection of artistic perfumery and fashion design.”
As SETCHU steps into the world of fragrance, the collection is poised to add a new dimension to the brand’s design universe, expanding its aesthetic language through scent and sensory experience.
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