‘Think of Esprit, think of Disney’s The Little Mermaid and of that first Vogue cover that Anna Wintour did; with Peter Lindbergh shooting the model in jeans and a Lacroix couture top…’
Regime Des Fleurs was founded in 2014 by friends and collaborators Alia Raza and Ezra Woods. After discovering a mutual passion for scents - and in particular the classical, complex beauty of florals - they began experimenting with their own perfumes. With a unique sensibility, equal parts reverential and progressive, they have carved out a particular following for themselves amongst that most coveted of groups: those in the know. We spoke to them about the rich world they have conjured…
How did Regime Des Fleurs come into being? What were you doing beforehand?
Alia: I was a video artist and filmmaker working on a gallery show for a space in downtown Los Angeles. I had made a series of videos inspired by a fragrance in my head and decided it was finally time to make the actual fragrance. Since I lived in New York, Ezra (a friend who I've known for a decade) offered for me to stay in his apartment in LA while I worked on the show. I brought along all my flower oils and aromatic molecules and plant extracts and other scented materials I'd been collecting and researching. It turned out Ezra had a whole collection as well! So after my show was done, we put our collections of ingredients together and started really learning what goes into making a perfume. We did some trials that we thought were cool. Then we started wearing them and people started telling us we had to offer them for sale. A friend offered for us to go to Paris with him and show the perfumes to buyers during fashion week. Suddenly we were getting press requests from Vogue! It all happened really quickly.