A fashion show lasts 15 minutes. It costs millions to produce. The lights, the music, the clothes—they all tell a story. But what about the air? In 2026, the top Fashion Houses in Paris and Milan are not just showing clothes; they are immersing the audience in a sensory universe.
MadeByU by Triefta is the backstage partner for Olfactory Set Design. We scent the runway to ensure the emotional impact of the collection hits the audience before the first model even steps out.
Case Study: The "Apocalyptic Garden" Collection A designer launched a collection themed around "Nature taking back the city."
- The Brief: Concrete, Rain, and Wild Flowers.
- The MadeByU Scent: We engineered a custom scent using Petrichor (Geosmin), Galbanum (Green), and Wet Cement accords.
- The Effect: As the lights dimmed, the scent filled the room. The audience felt the humidity and the mood instantly. It turned a visual show into a physical experience.
Retail Translation (Runway to Store) The magic doesn't end at the show.
- The Strategy: The same scent used on the runway is deployed in the flagship stores the next day.
- The Connection: When a customer walks into the store, they subconsciously connect the clothes on the rack to the excitement of the fashion show they saw on Instagram. It builds a cohesive Brand Universe.
The "Scented Invite" Before the show, VIPs receive a physical invitation infused with the show's scent. It builds anticipation. It is a teaser trailer for the nose.
Conclusion Fashion is emotional. Don't leave one sense unengaged. Complete your artistic vision with the atmospheric engineering of MadeByU.