SETCHU Perfume Just Launched. SETCHU adds a new chapter to its exploration of the in-between japan and the west, a search for harmony and balance, joy and strength.

Five fragrances to express the so many yet peculiar ways of blending, Five fragrances crafted like tailored origamis, Five fragrances to express and ease yourself, Five fragrances to play with and seduce, Five fragrances for every hour of day and night.

Monday, 9 am, genmaicha morning blends the sweetness of tea time with the memory of burnt rice. Wednesday 5 pm, yuzu harmony where nostalgic citrusy note meets classic structure. Thursday 1 pm, everlasting ayu combines memories of fishing with everlasting flowers. Friday 2 am, tatami delight celebrates nightly addiction and woods. Saturday 8 am, hinoki ritual, the purity of clean bath echoes the sensual touch of marble.

So… Immerse yourself in SETCHU – with a smile – and discover your own ways. Try them in the morning, at night, in the afternoon, at dawn. Let them echo and sublime your mood. Make them your own. Play with their tailored flavors. Build your own memories. Rejoice.

A project on the occasion of pitti fragranze. Exclusively in Dover Street Market New-York, Dover Street Market Los Angeles, Dover Street Market Pairs, Dover Street Market London and Dover Street Market Ginza.

All images SETCHU Perfume just Launched by the brand. Credit to: Parfumeur Julie Massé, Creative Direction Carina Frey & Stefanie Barth, Photography Ilaria Orsini, Music Paolo Tocci, Text Gilles Denis, PR Nathalie Ours / PR Consulting Paris, Coordination Leila Palermo, Special Advisor Fabrice Paineau, Raffaello Napoleone, Lapo Cianchi, Francesca Tacconi, All The Pitti Immagine Team and Crafting Beauty