Heritage
A house, in its own words
Fellah was introduced by the UGIT group as a new made-in-France brand, conceived around a narrative premise. According to reporting on the brand's launch, a figure identified as Marc Antoine is described as wanting to depict a person through fragrance, and the resulting collection was built around that storytelling concept. The inaugural Velvet series arrived in 2019, with compositions labeled Velvet I, III, V, VII, and IX released in that opening year, followed by Velvet XI in 2021. Because Fellah sits within the UGIT family (a group that has developed and manufactured fragrances for other houses), its foundation draws on established French production know-how while pursuing a separate creative identity. Limited publicly available documentation makes the precise founding date harder to pin down beyond the 2019 launch window for the Velvet collection. Fellah frames its work as portraiture through scent. Rather than marketing single fragrances around abstract moods, the house builds numbered 'Velvet' compositions as chapters, each one inspired by a personality or archetype, allowing the wearer to choose a version of a character. This literary, almost editorial approach positions the collection as a wardrobe of olfactory identities rather than a catalog of products. The decision to label each release with Roman numerals and present the line as gender-inclusive reflects an intent to step away from conventional masculine/feminine splits and invite a broader audience into the series. The brand's narrative hinges on the idea that fragrance can capture a person as much as an environment.