Maxwell Williams
Maxwell Williams approaches fragrance the way a seasoned journalist approaches a story: with relentless curiosity, a willingness to ask uncomfortable questions, and an instinct for what lies beneath the surface. Based in Los Angeles, Williams brings an outsider's perspective to perfumery, having built a career writing about culture for outlets including The New York Times, W Magazine, and Bloomberg before turning their attention to scent. The founding of UFO Parfums marked a deliberate pivot from observer to creator, though the two pursuits share a common thread. Williams treats fragrance as cultural artifact, a lens through which to examine desire, taboo, and the strange intimacy of smell. Their work has appeared in solo exhibitions and sparked conversations that most in the industry prefer to avoid, a testament to a sensibility that refuses the polite conventions of fine fragrance. In Williams' world, perfume is never just perfume.
The hits
Notable creations
The signature
How Maxwell composes
Conceptually driven and materially playful, Williams employs unexpected combinations that challenge expectations. The work oscillates between beauty and unease, often embracing provocative or unconventional themes. Signature techniques remain somewhat opaque, reflecting a practice that resists easy categorization. The style is experimental, thoughtful, and unafraid to provoke.
Philosophy
What drives Maxwell
Williams sidesteps formal perfumery training, preferring to treat fragrance as a form of cultural inquiry. DIY ethos and an appetite for the unconventional define the practice. Curiosity about materiality and unconventional aromatic territories drives the work, creating spaces where community and scent intersect. This approach reimagines what fragrance can be, opening new creative possibilities for the medium.
The houses