Satoshi Kuwata, founder and creative director of the brand Setchu, will be the special guest of the upcoming edition of Fragranze, the Pitti Immagine fair dedicated to international artistic perfumery, which will be held from September 12 to 14, 2025.

Following his appearance as guest designer at Pitti Uomo 107 in January 2025, the Japanese designer, winner of the 2023 LVMH Prize for Young Fashion Designers, will unveil Setchu Perfume, his first perfume collection, at the Stazione Leopolda in Florence.

A set of five fragrances, created in collaboration with Julie Massé of Mane, one of the most talented noses in the world of artistic perfumery. Each scent reflects the distinctive style of Satoshi Kuwata, whose creations blend East and West into a uniquely harmonious result. With this launch, the designer enters the world of fragrance, bringing a unique background rich in atmosphere and inspiration. Each formula evokes familiar aromas and deep memories, celebrating the beauty of simple, meaningful experiences.

"I wanted to capture that intimate, profound scent that accompanies each of us in the ritual of personal hygiene, when there's time and no rush," said Satoshi Kuwata. "Something moving and pure, fresh, crystalline, immaculate, that evokes childhood. I set out to find the scents of both Eastern and Western bathing rituals, to bring back those sensations tied to care and nurturing. I thought of Sunday mornings, of a slow and fluid time, of the quiet joy of parental care. To each element, I associated a day of the week."

"In Japanese, the term Setchu defines a point of balance between Japanese and Western culture, two different worlds that Satoshi brings together and sets in dialogue, that he composes, first in fashion, and now in fragrance," commented Francesca Tacconi, special event coordinator of Pitti Immagine. "His fragrance collection evokes, through both its names and olfactory notes, the rituals of everyday life, familiar gestures filled with emotion and nostalgia: for a stream, a piece of wood, or a fish. Each scent is linked to a moment in the day, to an act of care or pleasure. Sensual, romantic, mature, childlike, abstract, tactile – beyond gender. This is the spirit behind Setchu's compositions, capable of harmonizing opposites into a singular, unified experience. With Setchu, we are launching a series of presentations dedicated to the intersection of artistic perfumery and fashion design."

The inspiration draws from a blend of elements that reflect the connection between time, space, and environment. Each fragrance carries in its name a day of the week, a moment in the day, and a symbol of Japanese tradition.

The packaging is equally evocative, inspired by the iconic tea box, an impenetrable chest designed to protect delicate tea leaves. A perfect cube: minimalist, inimitable, and as precious as the fragrance it carefully holds within.

Pitti Fragranze
September 12 - 14, 2025
Stazione Leopolda

The five fragrances of Setchu:
Monday 9 am | Genmaicha
Wednesday 5 pm | Yuzu
Thursday 1 pm | Ayu
Friday 2 am | Tatami
Saturday 9 am | Hinoki Buro

Photo: Satoshi Kuwata, founder and creative director of the brand Setchu @ Stefano Galuzzi