Heritage
A house, in its own words
The fragrance venture began when Canadian crooner Michael Bublé partnered with fragrance veteran Mike Edwards in the summer of 2016. Edwards, known for steering several high‑profile perfume launches, helped translate Bublé’s musical narratives into olfactory form. The first scent, By Invitation, debuted in roughly thirty markets worldwide and was positioned as a personal invitation to share a moment of intimacy. Early press releases highlighted the collaboration with French perfumer Karine Dubreuil‑Sereni, whose expertise shaped the fragrance’s structure. By 2018 the line grew to include By Invitation Rose Gold, By Invitation Signature, By Invitation Peony Noir and Michael Bublé Pour Homme, each released under the same brand umbrella. In 2020 the brand added Passion, a fragrance that leaned into warmer amber notes, and in 2024 Crazy Love arrived, marketed as a bold, contemporary expression of the artist’s evolving style. Throughout its development the brand has maintained a consistent release cadence, using the singer’s public persona as a narrative thread rather than a marketing gimmick. The fragrance house remains privately held, with production coordinated through established European manufacturers, ensuring continuity with industry standards while allowing creative flexibility. The brand’s creative vision mirrors Bublé’s approach to music: craft a story, let the audience feel it, and keep the composition simple enough to be instantly recognizable. The fragrance line emphasizes emotional resonance over technical showmanship. Each scent is anchored by a single emotional cue—invitation, romance, passion, or daring love—and the formulas aim to evoke that feeling without overwhelming the wearer. The team prioritises transparency in ingredient sourcing, opting for sustainably harvested botanicals whenever possible. Collaboration sits at the core of the process; the brand routinely invites perfumers, designers and even fans to share feedback during development. This open dialogue reflects Bublé’s reputation for connecting with his audience on a personal level. The brand also supports charitable initiatives linked to music education, directing a portion of sales to programs that provide instruments to under‑privileged youth, thereby aligning the scent experience with a broader cultural contribution.