Rose Me Twice

With over 40,000 varieties, the rose is the flower whose fragrance has been exhaustively explored by perfumers: an entire universe in which one can easily lose oneself among its infinite nuances. This exploration took a decisive turn in 1867, when grower Jean-Baptiste Guillot created "La France," the first hybrid tea rose.
With this innovation, Guillot not only introduced a new flower, but also an olfactory signature that would forever mark perfumery. Today, whenever I perceive a tea note in a rose, I immediately recognize its lineage from that historic hybridization. The secret to this aroma lies in a specific molecule: ionone, used to recreate the scent of violet, but also a key component in the olfactory impression of tea.

In creating Fioriture, Jean-Claude Ellena rediscovers and renews a deep connection with Italy — its light, its botanical culture, and the olfactory richness of its lands. After dedicating the Viaggio in Italia collection to Mediterranean citrus fruits, the Parfumeur Jardinier — as Ellena defines himself — now turns his gaze toward the world of flowers, driven by a renewed interest in everything related to the lush nature of gardens, with the intention of bringing attention back to scents, to their living and natural presence, too often overshadowed by the more immediate beauty of shapes and colours.
Thus emerges a collection rooted in the very origins of perfumery, yet reinterpreted through a contemporary sensibility. With his unmistakable style — defined by balance, transparency, and restraint — Ellena restores to flowers their most authentic and vibrant dimension.
With Fioriture, Laboratorio Olfattivo presents an intimate and refined olfactory journey, in which nature becomes an object of contemplation. Gardens, petals, and air infused with floral fragrances are transformed into essential, luminous, and deeply evocative compositions.
After a long and meticulous creative research process, three fragrances take shape, each dedicated to an emblematic flower of the great perfumery tradition: rose, jasmine, and carnation.
Three modern and elegant interpretations that go beyond the mere representation of flowers, revealing their most authentic olfactory soul.