Régime des Fleurs

Regime des Fleurs was founded in Los Angeles in 2014 by longtime friends and collaborators Alia Raza, a filmmaker, and Ezra Woods, a stylist. The pair bonded over a shared fascination with flowers and perfume, and began experimenting with natural flower extractions for personal use before turning the project into a fragrance house. The name and much of the brand's visual language draw on a specific set of references: nostalgia for the fresh, bold aesthetic of the early 1990s; the opulence of the Ancien Regime as embodied by the Chateau de Versailles; and allegorical figures from Classical mythology. Coverage of the brand has focused on its unusual textures and its willingness to build scents around single, intensely rendered floral notes. Regime des Fleurs has built a following through stockists rather than mass retail.