Much like Loewe’s apparel and accessories, the Spanish house’s fragrance offering is entering a brand new era. Under the creative direction of Jack McCollough and Lazaro Hernandez, who made their debut for the house just a matter of weeks ago during Paris Fashion Week, Loewe presents the ‘Crafted Collection.’ Comprising three new scents – Bittersweet Oud, Iris Root and Roasted Vanilla – blending high-quality ingredients to articulate a singular note, the fragrances are housed inside sculptural bottles inspired by the singular qualities of hand-blown glass. American actor, writer and director Eva Victor fronts the inaugural campaign, photographed by Tim Elkaim in a series of portraits which “reveal fragrance as a sensorial art.”

To coincide with the launch, Loewe is partnering with Frieze as the iconic fair touches down in London for the week. Overhauling a three-storey townhouse on New Bond Street, the pop-up features a selection of sculptures, TV screens presenting clips of the new campaign starring Victor, a bar serving up matcha or bubble tea, and of course, the chance to spritz each new fragrance – Frize week has never smelt this good!

LOEWE Perfumes pop-up runs until October 19th at 109 New Bond Street, W1S 1EG.