Loewe’s new scent

Loewe has launched Aire Sutileza Elixir, a new eau de parfum that intensifies its Aire Sutileza scent with a higher concentration of essential oils. (wallpaper.com) The fragrance is sold in a 50 milliliter bottle for $210 on Loewe’s United States site and in the brand’s perfumes store, where it is described as floral, fruity and musky. (loewe.com, perfumesloewe.com) Loewe lists pear, bergamot and lemon at the top, with orange flower, jasmine sambac and magnolia in the middle, and vetiver, sandalwood and musks at the base. The formula also uses the “Loewe Accord,” a house note built from the resinous smell of Spanish rockrose. (perfumesloewe.com) The release extends a long-running line: Aire Sutileza Elixir follows Aire Sutileza from 2017, which itself followed Aire Loewe from 1985. That makes the new bottle less a one-off launch than a fresh layer added to one of the house’s older fragrance families. (nstperfume.com) Wallpaper tied the launch to a wider Loewe strategy under Jack McCollough and Lazaro Hernandez, who are now steering the brand while it keeps building fragrance around nature-coded families such as Aire and Agua. The magazine described the new scent as a stronger reinterpretation of a house classic. (wallpaper.com) That timing overlaps with Milan Design Week, which runs across the city in late April 2026 and again turns Milan into a showcase for installations, brand activations and product debuts beyond furniture alone. Guides from Dezeen, Forbes and Design Week Guide all frame this year’s event as a citywide program rather than a single trade fair. (dezeen.com, forbes.com, designweekguide.com) For Loewe, a fragrance launch fits a pattern the brand has used in fashion, craft and home objects: sell a product, but place it inside a broader cultural setting. Its perfume packaging keeps the same block-shaped glass flask and wooden cap used across the line, with this edition rendered in a leaf-green gradient that echoes the original scent. (perfumesloewe.com, wallpaper.com) The immediate takeaway is simple: Loewe is not treating fragrance as a side business. It is using a $210 bottle, a heritage name first used in 1985 and the attention economy around Milan Design Week to keep scent inside the same conversation as fashion and design. (loewe.com, nstperfume.com, forbes.com)