With a Crafted Fragrance Collection, Loewe Ushers in a New Chapter

“Craftsmanship” is a term thrown around often, but few brands embody it quite like Loewe. The Spanish house founded in 1846 started as a collective of leather artisans, praised for their exceptional quality of work. The best materials and exceptional, tailor-made design has remained a pillar for the label since its inception, creating a through line from its ready-to-wear and home creations to its latest fragrances: the Loewe Crafted Collection, which Vogue readers can shop exclusively ahead of its official launch.

As Loewe nose Nuria Cruelles tells it, this collection is about putting a modern, contemporary spin on classic ingredients—iris, vanilla, and oud—by elevating them in unique, unexpected way. “To me, [the word] craft is like the work of an artisan,” she says. Rather than trying to create a certain perception or mood, here, she took singular compositions and let them “whisper” to her. “At Loewe, we sculpture the ingredients.”