PULL&BEAR HAS LAUNCHED PERFUME CLUB: A CELEBRATION OF THE ROSE
words by ANOUK WOUDT
Spreading their fragrant wings, Pull&Bear has just launched its new “Perfume Club,” following its recent endeavors in the world of fragrance after a longstanding dance in the apparel industry. Bringing together an intimate group of guests, the brand encourages an immersive approach to perfume, through a fusion of experience, community and creation. Acting as an initiation ritual to the esteemed club, the experience began in Grasse, the historic birthplace of perfume. Located in the South of France, this small hillside town is full of centuries-old olfactory traditions, inviting guests to explore and partake in the origins of modern perfumery. This experience is accompanied by a selection of fragrances newly launched by Pull&Bear centred around the rose — a key symbol of scent history in Grasse.
The Perfume Club experience starts where perfume itself once had its humble beginnings: at the rose harvest. Bringing together a small group of talents, this first activity served as an initiation ritual, centreing the guests around one of the most essential and symbolic gestures in perfumery.
Still used in perfume practices today as a cornerstone of the global luxury perfume industry, this ritual is held annually between May and early June. The rare Centifolia rose that grows in this region is particularly valued in the fragrance industry, known for its delicate honey and pepper notes that set it apart from traditional rose scent profiles. This particular period is the optimal time for harvest since the flower’s fragrant oils are at their height, hand-picked during the sunny hours and immediately rushed to local factories to be extracted before the petals start to wilt. Walked through the experience by a perfumer, the guests were able to take part in the rose harvest, while surrounding by the calming natural atmosphere of the farmlands.
This experience then unfolded throughout many stages of the day’s sensory journey, allowing participants to approach the world of perfume from multiple varying perspectives. Conversations with perfumer Clement Marx opened a dialogue, as he shared his perspective on fragrance creation, noting it as an exercise that balances technical precision and creative freedom.
This then led into a gastronomic experience led by Lena Ghaninejad, whose creative approach to food & set design and culinary art direction fused into a celebration of the world of roses. The immersive brunch combined floral installations, sculptural tables, and a menu designed to activate all the senses, featuring dishes such as goat cheese and rose jam crostinis, strawberry, tomato and basil salad, floral tempuras, and rose petal ice cream, accompanied by rose, cucumber, and gin cocktails served among fresh petals.
To accompany the experience, Pull&Bear is launching a selection of four perfumes in celebration of the rose, either as the main ingredient or as an accord within their composition: Mystical Bloom, Luminous Rush, Rose 909, and This is not floral. Rejecting classic floral perfumery codes, this collection opts for a more unexpected approach injecting each perfume with contrasting notes such as patchouli, moss, and saffron. The Rose 909 Elixir provides that pure untouched rosy intensity, meant to be layered or worn on its own.
