Enter the eccentric world of LES FOLIES DU PARFUM, where madness meets luxury. Inspired by the enigmatic Maria Luisa Casati Stampa – an Italian heiress, muse, and patroness of the arts in early 20th-century Europe – this Italian niche brand was launched by VALENTINA TECCHIO and RAUL PARONETTO at the symbolic hour of 22:22 on February 22, 2022. Guided by her avant-garde spirit, the brand creates perfumes that honor her flamboyant parties, captivating friends, and romantic escapades, offering bold, exclusive fragrances that celebrate individuality and joy.
Raul, what was the initial inspiration behind creating Les Folies Du Parfum? How did your personal journeys shape the brand’s identity?
Our BRAND celebrate the madness. In French word, Follies is madness. A crazy, esoteric, mystical brand. On 02/22/2022 (22 february), at time 22.22, we evoked our brand ambassador, MARIA LUISA CASATI STAMPA, the first perfume in her honor, 22.22. She told us what perfumes to make, and to whom to dedicate them, to her parties, to her life, to her friends, to her lovers. MARIA LUISA CASATI STAMPA, born in 1881, dying in 1957, had a MADNESS life, having inspired artists, stylists, musicians. We are crazy, like MARIA LUISA CASATI STAMPA, and we try to make our life a work of art.
What has it been like working with master perfumer Bertrand Duchaufour on creations such as 22.22, Fersen, 365, and the Semiramide collection?
For us, master Bertrand is one of the best noses, we have always liked his works in other brands a lot, it combines elegance, innovation, it is truly alternative, we proposed our project, he liked it, we gave freedom, and the result is fantastic!
Your Art Director, Giovanni Castelli, has a background in architecture and fashion. How does this influence the brand’s aesthetic and creative direction?
With Giovanni, we have a beautiful relationship, we would have wanted an even stronger, more gothic and dark line, thanks to his support we have maintained the right elegance, even in the packaging.
How do you think Les Folies Du Parfum resonates with today’s audience that seeks uniqueness and authenticity in perfumery? What sets you apart?
I think that perfume enthusiasts are looking for new things. New things must not be very strange and difficult to wear, they must be pleasant discoveries, and bring you joy and positive vibes. A perfume must have character, and must be exclusive, I think I would be disappointed if I entered a place and a person used the same perfume as me. We want to be different and exclusive. Therefore our perfume cannot be found everywhere.
What were the biggest challenges you faced in developing Les Folies Du Parfum? What advice would you give to new brands?
It took us 5 years to create the brand, and we decided on the particular launch date, we wanted to do “things well”. It was very complex in terms of choices and economic expenditure. Our company has been selling cosmetics for 20 years. Thanks to our main work, we were able to invest massively in perfume. The advice for new brands is to make a correct business plan, and to remember that in the niche luxury perfume sector, the highest quality must be sought. Our perfumes are all extracted with concentrations between 30% and 50%.
Founders Raul Paronetto and Valentina Tecchio
How do you see the brand evolving over the next five to ten years? Are there any upcoming projects that you’re excited about?
We just presented the perfumes in Dubai. The Arabs greatly appreciated the private collection, and we received many requests to open. We will definitely open a monobrand store in Milan in the shopping streets. In Italy, we are present in 20 boutiques, and subsequently we would like to position ourselves in the best showcases in the world. The USA is a country to be present in, we can’t wait to organize a “les folies du parfum” style party in the USA.
What mark would Les Folies du Parfum like to leave in history?
A new Italian luxury brand, based on new proposals, more irreverent, and breaking the usual patterns.
In 2 or 3 words, how would you define perfume?
Crazy, vibrant, different, luxury. They make you feel different.
Thank you, Raul, for your time and for sharing valuable insights with us. Would you like to add something before we wrap up?
We can’t wait to be at ScentXplore to spray as much perfume as possible. and share these fragrances with you.
Follow Les Folies du Parfum on Instagram: @lesfoliesduparfum
Check out Les Folies du Parfum: https://www.lesfoliesduparfum.com
(images cortesy of Les Folies du Parfum)
