Fragrance house

La Serra

Founded in 2023, La Serra was created by Alberto Anselmi, a clinical psychologist and the brand’s founder and creative director. The brand brings together perfume, psychology, and communication, using scent to open conversations about mental health while distinguishing that informational purpose from therapy or a cure. Its name and visual concept draw a parallel between perfume bottles and monumental greenhouses—protective environments in which plants can flourish despite adverse conditions. La Serra’s first fragrance line is dedicated to mental health and was designed around the search for an environment conducive to a fulfilling life. Created with perfumers Fabrice Pellegrin and Olivier Cresp, the line includes Binge Eating Vanilla, the first fragrance composed for the brand, and Borderline Neroli, whose tension between neroli and tuberose reflects a struggle to balance self-image and sense of self.