Jacques Fath Unveils Its Parisian Address ~ Art Books Events ~ Fragrantica (original) (raw)

In early July, the House of Jacques Fath opened its boutique at 12 Avenue Victor Hugo—its first Parisian flagship, designed as an immersive tribute to decades of French heritage and creative spirit. The space will host the launch of a new perfume, Musc Couture, on September 25.

The boutique is a big surprise that the brand brought us this summer... As Creative Director Rania Naim explains: "The opening of a Parisian address was certainly among our future projects, but there was nothing imminent or concrete at the time of Esxence, at the end of last February. The opportunity to set up on the first floor of this building, just below our offices, presented itself in April. It all happened very quickly." In fact, only three months elapsed between _Rania Naim'_s conception of the space - she entirely drew up the plans and design of the boutique - and the completion of the work.

This opening marks an important milestone for the Maison, symbolizing a complete circle that brings Jacques Fath back to the heart of Paris, where the designer first made his mark by capturing the essence of Parisian sophistication through haute couture and perfumes. He has shown such a commitment to French savoir-faire, through the art of fashion design as well as olfactory storytelling.

At the heart of this 30m2 space, Rania Naim wanted to offer visitors a multi-sensory experience. "I wanted this flagship to be much more than just a boutique: a genuine space for discovery, exchange , and sharing for every visitor." As soon as you enter, the place is all about raw materials, with images of rose and jasmine harvests—iconic perfumery materials found in many of the range's fragrances. The boutique features an area dedicated to perfume ingredients, which visitors can touch and smell at their leisure.

The layout also includes a wall dedicated to the Fath Essentials Collection, featuring creations by perfumers Cécile Zarokian, Luca Maffei, and Jean-Christophe Hérault. Another space is dedicated to the legendary Collection l'Iris Gris (extrait and eau de parfum, by Patrice Revillard). Interactive digital installations complete the experience: visitors can listen to the perfumers talk about their inspiration and creative process.

Every detail, from interior design to digital features, reflects a commitment to offering richer customer journeys through the art, history, and innovation that define the house. "To honor craftsmanship, which is particularly dear to me, I came up with a symbolic and authentic gesture: a hanging basket connects my office window directly to the boutique. In this way, each Iris Gris box, prepared with care by my own hands, will be sent through this basket and handed directly to the customer who picks it up. This ritual highlights the human and artisanal dimension of our company," explains Rania Naim.

More generally, through books and silk scarves inspired by vintage illustrations by Jacques Fath, the space reminds us that the designer was above all a couturier.

In the autumn, the brand will be celebrating the launch of Musc Couture in its boutique. Presented at Esxence, this new fragrance is part of Fath's Essentials Collection. I remember its luminous trail, embodying the elegance of Haute Couture and the work of Jacques Fath through a sophisticated musk, hand-sewn by perfumer Jean-Christophe Hérault.

To pay homage to the refined pieces designed by the couturier, the perfumer played with precious materials, such as iris concrete, very present, with powdery violet tones. But there's also a cocktail of expensive musks, including IFF's captive Symphonide. These musks, sublimated by ambroxan (which gives the scent vibrancy, diffusion, and tenacity), create a tension between a clean linen facet and a very sexy, feminine effect. This cocktail of musks also creates an enveloping musky dimension, like a veil on the skin, perceptible throughout the perfume's evolution.

While the "clean", aldehydic side lends light to the fragrance, Jean-Christophe Hérault has breathed color into the whole with fruity notes. A joyful radiance where cherry (benzaldehyde) blends with a note of dried red banana (a jasmine nuance), Rania Naim's favorite fruit. The perfumer seems to aim for new addictions and to pursue a new gourmand note with a mischievous touch.

The new fragrance is as elegant as it is easy to wear, like a second skin. The name suits it like a glove, evoking the image of a timeless piece, both comfortable and sophisticated—a refined femininity with a formidable charm. Available at the end of September (2025).