Fragrance house

Réservation

Réservation was formally established in March 2025 as a fragrance brand founded by creative director Francesco Ragazzi. It was created through a partnership between Ragazzi and Archive, an investment company associated with the Ruffini family, with Pietro Ruffini backing the project. The brand emerged soon after Bluestar Alliance acquired Palm Angels from New Guards Group on 12 February 2025 and Ragazzi left the fashion label, marking his move from fashion into fragrance. Its identity is framed by an imaginary, sunlit California hotel: each scent represents a room, atmosphere, or remembered moment, bringing together French fragrance craft, Italian creative direction, and the imagined freedom and hospitality of California. The debut collection comprised seven fragrances, composed by Yann Vasnier with creative direction by Frédérique Obin. Suite 909, the first fragrance imagined for the collection and Réservation’s signature scent, expresses the hotel-room concept through a woody, spicy profile and won the Fragrance Foundation France’s Best Niche Fragrance award in the Independent Emerging Brands category in June 2026.