Pull&Bear hosted the official presentation of Behind the Scent, its first complete perfume collection, last night in Barcelona. The brand welcomed press and guests to Trent (Ciutat Vella) for an immersive evening that served as an entryway into its new olfactory universe.
The event transformed the space into a sensory journey. Fragrances, music and an audiovisual intervention by @akyute shaped the narrative of the night. Guests included Alba Miró, Mario Ibeas, Sergi Renom, Babi Sevi and Claudia Cook, who explored the installations and took part in various activities.
The experience began with a perfume-creation workshop led by three of the collection’s perfumers: Marine Mercé (Firmenich), Karine Vinchon (Robertet) and Gaël Montero (Givaudan). They showcased key ingredients and accords from Behind the Scent and guided guests in crafting their own fragrance, inspired by the collection’s base notes. Meanwhile, catering designed by Tiberi expanded the experience with gastronomic proposals based on the project’s aromas.
Urban spirit bottled
Behind the Scent brings together ten eaux de parfum created in Grasse in collaboration with internationally renowned perfumers such as Jérôme Di Marino, Frank Voelkl, Coralie Spicher, Gaël Montero, Ane Ayo, Solveig Mulon, Amélie Jacquin, Karine Vinchon and Clément Gavarry.
This project aims to translate Pull&Bear’s urban, free and experimental spirit into the language of perfume. The perfumers agree that the new generation seeks authenticity, longevity and fragrances that act as an extension of their identity.
The collection spans floral, musky, fruity, fougère and ambery worlds. It ranges from the complex warmth of Vanilla Comeback (Jérôme Di Marino) to the bold energy of Gossip Fruit (Frank Voelkl). Other highlights include the spicy depth of Amber Trip (Karine Vinchon), built with cacao, vanilla and woods; the radiant sensuality of Flirty Flower (Ane Ayo); and the effortless approach of Freaking Marvellous (Gaël Montero), conceived around the idea of easy, unforced comfort.
Added to these launches are the STWD Woman and STWD Man lines, as well as a limited edition created with French artist Thomas Lélu, consisting of a unisex perfume and a scented candle developed by Ane Ayo, featuring vetiver and vanilla.
A new chapter for Pull&Bear
With Behind the Scent, Pull&Bear opens a new stage in which perfume becomes a tool for personal and creative expression. The collection is now available in selected stores and at pullandbear.com.
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