Heritage
A house, in its own words
Alia Raza, a former filmmaker and visual artist, co‑founded Régime des Fleurs with designer Ezra Woods in the spring of 2014. The pair launched the brand from a modest studio in Manhattan, driven by a desire to create objects that engage all the senses, not just smell. Early collections featured narcotic white florals that quickly attracted a niche following among collectors who valued the house’s experimental edge. By 2016 the brand released two signature scents – Willows and Gold Leaves – that demonstrated a willingness to pair unexpected green notes with classic accords. In 2018 the line expanded with Gilded Age, a fragrance that referenced the opulence of the late nineteenth‑century American elite while retaining a modern mineral heart. The following year, the house introduced Chloë Sevigny Little Flower, a collaboration that highlighted the brand’s connection to contemporary culture. 2024 saw the debut of Blood Spider Orchids, a daring composition that juxtaposes dark, resinous tones with bright orchid facets, underscoring the label’s reputation for bold storytelling. Throughout its evolution, Régime des Fleurs has remained rooted in a studio‑based production model, allowing the founders to oversee each batch from raw material selection to final bottling. The brand’s commitment to small‑scale craftsmanship has kept its releases limited, fostering a sense of intimacy between creator and collector. In 2023 the house opened its first brick‑and‑mortar boutique in Los Angeles, marking a shift from purely online distribution to a physical space where visitors can experience the scents alongside curated visual installations. Régime des Fleurs approaches perfumery as a multidisciplinary practice. The founders view fragrance as a bridge between scent, sight and touch, and they design each composition to evoke a specific narrative or historical moment. Inspiration comes from field research in botanical gardens, visits to museums and the study of archival texts. The house avoids generic claims of "innovation"; instead it lets the material speak, allowing rare plant extracts and unconventional accords to dictate the direction of a scent. Sustainability informs the creative process, with the team favoring ingredients that can be harvested responsibly or cultivated in partnership with growers who practice regenerative agriculture. Transparency guides the brand’s communication: each launch includes a brief note on the origin of key ingredients and the cultural reference that sparked the idea. This ethos extends to packaging, where the label seeks to create objects that feel tactile and visual, encouraging users to engage with the perfume beyond the olfactory level. By treating each fragrance as a limited‑edition artwork, Régime des Fleurs cultivates a collector’s mindset that values patience, curiosity and the pleasure of discovery.