Fragrance Week at Fortnum & Mason: A Celebration of Scent, Storytelling & Craftsmanship

This past week has been an exciting celebration of everything we stand for at Agence De Parfumerie—creativity, collaboration, and championing rising voices in the fragrance industry. Across retail, press, and community, we’ve had the pleasure of highlighting exceptional moments from our portfolio and team. Here's a deeper look into the week that was:

Hugh Parsons – A British Fragrance Story

Fragrance Week opened with Hugh Parsons, a fragrance house rooted in British tradition and admired for its refined yet modern compositions.

Customers were welcomed into the world of Hugh Parsons by Cristiano Creizza, the brand’s Creative Director, who shared the inspirations behind their most iconic fragrances. From the timeless elegance of Hyde Park to the bold, urban energy of Camden Town, the collection reflects a perfect balance of heritage and contemporary flair.

The event offered customers a firsthand look at the artistry and attention to detail that define Hugh Parsons, setting a sophisticated tone for the week ahead.

M.Micallef – Romance Meets Artistry

Day two was dedicated to M.Micallef, the artistic fragrance house known for blending haute parfumerie with timeless emotion.

To honour the house’s ethos of love and creativity, we curated a table installation at Fortnum & Mason inspired by the Secrets of Love collection. Each element of the display was thoughtfully designed—from the intricate floral arrangements echoing each scent, to decorative touches that hinted at mystery and passion.

Shoppers had the chance to meet Claudia Bonino Micallef, who shared insights into the inspiration behind the collection and her work as Design & Development Manager. The activation beautifully captured the spirit of the brand—artful, immersive, and deeply romantic.

Floris London – Heritage Reimagined

We closed the week with the iconic Floris London, the UK’s oldest perfumery and a cornerstone of British fragrance heritage.

Throughout the day, guests were welcomed by Edward Bodenham, Perfumery Director and 9th-generation Floris family member, who introduced customers to the brand’s timeless craftsmanship and evolving fragrance narrative.

A particular highlight was the introduction of Golden Amber, Floris’s latest launch—a warm, golden composition of fig, neroli, and amber that captures the radiance of the golden hour. With its rich storytelling and refined formulation, Golden Amber marked a beautiful conclusion to a week of scent exploration.

A Week of Discovery, Connection & Craft

Fragrance Week 2025 was a celebration of what makes niche perfumery so special—its power to tell stories, stir emotion, and connect people through artistry.

We extend our heartfelt thanks to Fortnum & Mason for hosting our activations, our incredible brand partners, and the fragrance lovers who joined us throughout the week.

Follow us on Instagram for more behind-the-scenes moments and news on future events—we can’t wait to see you again soon.