CELEBRATING PULL&BEAR’S NEW AW25 FRAGRANCE LINE IN BARCELONA
editor ELIANA CASA
Our journey through Europe with Pull&Bear continues… this time touching down in Barcelona for the launch of BEHIND THE SCENT, the brand’s first-ever fragrance line, crafted in collaboration with ten perfumers from the world’s leading fragrance houses. The result: nine perfumes, ten eau de parfums that reinterpret youth through a fresh olfactory lens.
images courtesy of PULL&BEAR
In the heart of the city, TRENT — usually a vintage designer boutique — was transformed for the night into a minimalistic, all-white sensory laboratory. Notes, ingredients, and floral compositions filled the space, forming a visual map of each fragrance formula: a quiet introduction to the multi-sensory experience that awaited us.
Inside the main room, a hands-on workshop set the tone for the evening. Three of the perfumers behind the collection — Marine Mercé (Firmenich), Karine Vinchon (Robertet) and Gaël Montero (Givaudan) — guided us through the process of recreating our own fragrances, sharing insights into structure, balance, and the emotional language of scent. All the ingredients were laid out for us to explore, from raw materials to accords, and we were asked to write down what each note reminded us of, connecting memory, emotion, and intuition.
The new AW25 collection spans every olfactory universe: florals, musks, fruity explosions, fougère freshness, woody notes, sweet nuances, amber depth, and oriental accents. Each scent is long-lasting, expressive, and crafted to feel like an extension of one’s identity.
Then came the question we didn’t expect to answer: What does a fragrance sound like? In the next space, bowls filled with water and perfumed notes were wired to a device that translated touch into sound. Every movement — a finger dipped, a surface tapped, a swirl through the water — triggered musical compositions tied to each scent’s identity.
Pull&Bear didn’t just present a fragrance line; they immersed us in it. After touch and sound, we were met with taste. Catered by Tiberi Club, a series of bites inspired by the collection’s aroma profiles closed the sensory loop. Music by Akyute wrapped the evening in an atmospheric soundscape as we exchanged final impressions of the perfumes we had created together.
Completing the launch is a limited edition created with French artist Thomas Lélù, blending contemporary art and perfumery in a bold conceptual collaboration. The line includes a unisex fragrance and scented candle composed by Ane Ayo (Firmenich), combining vetiver and vanilla for a fearless, magnetic result.
Shop the full Behind the Scent collection here.