Fragrance house

Diana Vreeland

Diana Vreeland Parfums launched in 2014, founded by Diana Vreeland’s grandson, Alexander Vreeland, as a fragrance brand built around her legacy. Its creative identity draws on Vreeland’s fearlessness, distinctive language, passion for color, and unconventional approach to fashion and beauty. The fragrances were conceived as genderless scents, with each composition given its own strength and character. Alexander Vreeland developed the brand over two years with International Flavors & Fragrances and France Labs, using storyboarding and extensive fragrance-sample evaluation. The collection expanded in 2015 with Daringly Different, an iris-oud scent, followed in summer 2016 by the Outrageous Collection Parfum Absolu, which offered intensified reinterpretations of earlier fragrances. The bold, color- and language-led collection included Simply Divine, Outrageously Vibrant, and Extravagance Russe; Outrageously Vibrant was identified in 2015 as a top seller in Europe at Colette and 10 Corso Como. At the end of December 2018, TPR Holdings acquired the brand through an asset purchase.