Heritage
A house, in its own words
Isabela Capeto was born in Rio de Janeiro in 1970, immersing herself from an early age in the vibrant cultural landscape of one of Brazil's most iconic cities. Her journey into fashion design led her to establish her own studio in Rio in 2003, marking a significant milestone in her independent design practice. Later that same year, in October 2003, she began presenting her work through semiannual openings, a format that allowed her to build anticipation and connect directly with her audience on a cyclical basis. This presentation strategy became characteristic of her approach to fashion, treating each collection as a curated experience rather than a conventional runway show. Her collaboration with Phebo, a Brazilian soap maker with decades of heritage, represented her foray into fragrance. Phebo's long history in the Brazilian market, particularly with soap and bath products, provided a established foundation for Capeto's scent work. The partnership yielded two perfumes that extended her brand universe into sensory territory. Each fragrance was developed with attention to the same artisanal values she applied to her clothing, incorporating Brazilian ingredients and a narrative quality that connects wearers to place and memory. Isabela Capeto's creative philosophy draws deeply from her Brazilian identity and the sensory richness of Rio de Janeiro. Her approach to fashion and fragrance shares a common thread: an emphasis on authenticity over trend-following, and a celebration of Brazilian craft traditions. In fashion, she became known for vibrant prints, natural fabrics, and silhouettes that balance elegance with ease. Her fragrance work followed a similar philosophy, prioritizing emotional resonance and a sense of story over commercial fragrance conventions. The collaboration with Phebo reflected her interest in working with established Brazilian makers rather than international fragrance houses, a choice that grounded her scents in local tradition. Her approach to perfumery appears intuitive and personal, informed by her fashion sensibility and her understanding of how scent functions as an extension of identity. The decision to create only two fragrances suggests a curated, intentional approach rather than a mass-market strategy, with each scent serving as a chapter in her broader creative narrative.