Fashion is no longer just about what you see—it’s about what you smell. Designers are increasingly integrating fragrance into their runway shows and accessories, creating a multi-sensory experience that redefines luxury and personal expression.
At the spring 2026 Tom Ford show in Paris, models showcased glittering jewel tones and creamy ensembles, but the real showstopper was the addition of scent. Each model splashed on Oud Voyager, the house’s newly launched fragrance, leaving a trail of heady oud and effervescent florals as they walked. This sensory experience is part of a growing trend where fashion and fragrance intertwine to create a more immersive and memorable experience.
Helen Murphy, vice president of fragrance development for Tom Ford Beauty, explains that the smoky and mysterious sensuality of oud brings an ambient warmth to the runway, juxtaposed with luminous, futuristic floral notes of geranium and peony. This approach is not unique to Tom Ford. Other designers, such as Victoria Beckham and Willy Chavarria, have also incorporated fragrance into their shows, using scents to enhance the overall atmosphere and narrative of their collections.
Victoria Beckham
The Intertwining of Fashion and Fragrance
The decision to scent the runway is part of a larger trend where fashion designers are taking cues from perfumers—and vice versa. Vivienne Westwood’s spring 2026 collection was titled “Boudoir,” after the brand’s 1998 scent of the same name, which was reimagined in a new version in November 2025. The fragrance, with notes of aldehyde, bergamot, orange blossom, and sandalwood, is meant to feel like an instrument for self-expression and a “place where you are nearest to yourself,” according to Andreas Kronthaler, the house’s creative director.
Dior Beauty’s latest La Collection Privée fragrance, Cuir Saddle, smells like creamy leather and acts like a scratch-and-sniff for Dior’s iconic saddle bag, its inspiration. Francis Kurkdjian, perfume creation director at Christian Dior Parfums, says he tried to capture the shape of the leather in the scent, creating a fragrance that is both a nod to the past and a modern interpretation of luxury.
David Bailey – Getty Images
The Rise of Perfume-Bottle Necklaces
In a more literal fusion of couture and scent, perfume-bottle necklaces have become the accessory du jour. Also known as pomanders, these pendants have a long history, dating back to the 1300s. Originally used for personal hygiene and believed to protect against illness, they have evolved into a fashion statement. Modern interpretations have popped up at Chanel, Courrèges, and Victoria Beckham, blending functionality with high fashion.
Journalist and perfume expert April Long notes that perfume is an extension of your fashion sense. A smoky, spicy perfume gives off the same energy as a little black dress, while a soapy, aldehyde-forward spritz is the fragrance equivalent of a freshly pressed white shirt. Sumptuous floral scents are lace-edged skirts, bottled. This connection between fashion and fragrance is not just about aesthetics but also about personal expression and identity.
Luca Tombolini/Courtesy of Courreges
The Future of Fashion and Fragrance
The intertwining of fashion and fragrance is not just a trend but a reflection of a broader shift in the industry. Designers are increasingly looking to create multi-sensory experiences that engage not just the eyes but also the nose. This approach is not only about enhancing the runway experience but also about creating a deeper connection with the audience.
As fashion continues to evolve, the integration of fragrance is likely to become even more prevalent. From scented runways to perfume-bottle necklaces, the fusion of fashion and fragrance is creating new opportunities for self-expression and innovation. This trend is not just about what you wear but also about how you smell, making fashion a truly immersive experience.
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