Fragrance house

Bella Freud

Bella Freud established her namesake label in 1990, after working for Vivienne Westwood in the 1980s. Its visual identity draws on her family history: a dog doodle created by her father, Lucian Freud, has served as the logo since the label’s founding. The brand is strongly associated with word-based knitwear and cultural references such as “Ginsberg is a God” and “Godard is Dog”, while its tailoring has also drawn on figures including Patti Smith. By 2012, Bella Freud had expanded beyond fashion into a lifestyle brand and launched its first scented candle. In 2014, it released three perfumes—1970, Ginsberg is God, and Je t’aime Jane—with perfumer Azzi Glasser. These fragrances used autobiographical and cultural references: 1970 recreated Freud’s hand-poured candle, Ginsberg is God referenced Allen Ginsberg, and Je t’aime Jane was based on Jane Birkin. In October 2024, the brand launched Fashion Neurosis, a therapy-style podcast exploring how fashion has shaped its guests’ lives. By 2026, its red jumper bearing “1970” was described as one of its most iconic designs.