Gabriela Hearst forays into fragrance with Fueguia 1833

Fashion designer Gabriela Hearst has teamed up with Fueguia 1833 for her first foray into the world of fragrance. 

The fragrance collaboration debuts with two unique scents — Paysandú and New York — reflecting Hearst’s roots in Paysandú and her current life in New York.

True to Fueguia’s mission of botanical research and scientific innovation, the ingredients that compose Paysandú were produced in Fueguia Botany in Manantiales, Uruguay, where Hearst and Julian Bedel, founder of Fueguia 1833 were raised.

Marcela and Carqueja, ingredients that had never been used in perfumery, were extracted through Super Critical CO2 at Fueguia’s facilities and are what gives a significant part of the unique character of the scent.

Likewise, the formulation behind New York departs from Paysandú’s. The use of typical North American woods gives its complexity, offering a smokier, heavier, and more aged version of the spirit of the rural and herbal Paysandú. 

“Working with Julian on this project of two years has been thrilling,” said Hearst. “Childhood memories and landscapes (for Paysandú) and the strength of womanhood (for New York) are combined with the alchemy of science and the pheromone potion that Julian crafted.”

Bedel added: “In our conversations with Gabriela, there was an evident reverberance in our creative process, rooted in a love for nature and a passion for science and how and why things work. But also, the way her country resonates in her work always attracted me, the consistency in her message. 

I admired Gabriela’s inquisitive mind and was curious about her relationship with the scented universe. Her concept was very seductive, not only because that Uruguayan botanical reality is where I also grew up—but because it synthesizes the way I approach the creation of Fueguia’s olfactive landscapes. We were the natural translators of her concepts into fragrances.” 

Paysandú and New York fragrances are now available in Gabriela Hearst and Fueguia 1833 stores and online. The initial release is limited, with only 315 editions of each fragrance available in the I-XXII batch. The fragrances retail at $415.