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Gabriela Hearst launches into fragrance with two new scents

Sophie Smith
30 August 2023

Designer Gabriela Hearst has entered the fragrance market, launching two new scents with perfumer Fueguia 1833. 

Each with its own aromatic identity, the two fragrances have been formulated and inspired by two geographies and stages of Hearst's life - Paysandú and New York.

Gabriela Hearst

Paysandú by Gabriela Hearst

Paysandú takes inspiration from rural Uruguay, where Hearst and Julian Bedel, Fueguia 1833’s founder, were raised.

Described by the brand, the scent is "born from a botanical reality, an exotism represented by native Uruguayan ingredients".

The main olfactory family for Paysandú is floral with a top note of Marcela, heart of Jazmín del País, and base note of Carqueja.

Gabriela Hearst

New York by Gabriela Hearst

Meanwhile, the New York fragrance represents the "night, lights, movement— and the eclectic state of possibility that the city encompasses".

The main olfactory family for New York is wood with a top note of Fir Balsam, heart of Tobacco, and base note of Jacarandá Wood.

The formulation behind New York offers a smokier, heavier and more aged version of the rural and herbal Paysandú scent.

Commenting on the fragrances, Bedel said: "In our conversations with Gabriela, there was an evident reverberance in our creative process, rooted in a love for nature and a passion for science and how and why things work. But also, the way her country resonates in her work always attracted me, the consistency in her message.

"We became instruments in the adaptation of Gabriela’s vision into scent by providing the tools Fueguia 1833 has had since its inception, botanical research, and innovation.

"For the composition of these perfumes, we incorporated at least two ingredients that had never been used in perfumery before, such as Marcela and Carqueja."

Available at Gabriela Hearst and Fueguia, the Paysandú and New York scents will also launch at Harrods in September.

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