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Via François - Handcrafted fragrances
Nothing pleases François Ledoux more than playing with molecules to create synesthetic, sensorial and textured stories. With Via François, he recounts the tumult of a life, bears witness to his travels, nostalgia and fears through scents. As a perfumer and craftsman, his vocation is to create fragrances on a human scale.
A chemical engineer specializing in cosmetics and perfume formulation, it was at the age of 21 that François took his first steps in the big houses. With a pronounced taste for creation, manufacturing and craftsmanship, he became familiar with the small, human-scale perfume houses, in stark contrast to the large, commercially-oriented ones. Between Los Angeles, France and Australia, his inspirations never cease to transform and diversify his fragrances. In 2023, he founded Via François, a perfumery that, beyond scents, narrates fragments of lives, sensations and memories. Little by little, his first creation, Amaimono, was born.
"The idea for this creation was to link my trip to the United States with my Norman terroir, to bring both provocative and sensual tones, but also a Norman freshness."
Each of his products recounts pieces of himself and others, with mysterious photos engraved on wood. He wanted to design a perfumery that would break down the codes of the genre, playing with scents from the fruitiest to the most full-bodied, but without falling into the trap of a degenerate, depersonalized perfume. With his photos, he creates a sense of unease, appealing to the customer and blending into an intimate imaginary world.
"That's what's wonderful: it's when people make your creations their own and tell a story with them."
Being awarded the Fabriqué à Paris label highlights the exceptional expertise of perfumers and craftsmen, enabling them to build trust with their customers and gain credibility in the French perfume industry.
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