La Récolte Parisienne by Kenzo, a floral harmony between nature and urbanism

“The garden is our first refuge,” says Masami Charlotte Lavault to WWD. A refuge, a sanctuary, an oasis of tranquility—that is exactly what she has crafted in the heart of Paris’ 20th arrondissement: a timeless space where nature reclaims its rights amidst the concrete. Lavault, a farmer-florist and now ambassador of the new fragrance Flower by Kenzo, la récolte parisienne, transformed a 1,200 m² urban wasteland into a vibrant floral farm brimming with color and scent. Located on Rue du Télégraphe, this farm, Plein Air Paris, owned by the city but managed by Masami, flourishes in a unique setting accessible after a near-dreamlike journey through the Belleville Cemetery. This passage reflects the harmony between nature and the city, a central theme for Lavault. The collaboration between Kenzo and Lavault makes perfect sense here, embodying a return to nature through the lens of floral craftsmanship and fragrance. Kenzo, like Masami, weaves a deep connection between urbanism and nature, two worlds intertwined in their latest olfactory creation.

Lavault, who wasn’t always a farmer, turned to this calling after professional disillusionment with the world of industrial design. “I didn’t imagine my job would involve sitting behind a computer, designing objects destined to disappear,” she explains. Her search for meaning led her across Morocco and Japan, where she learned about biodynamic farming and the use of effective microorganisms. Upon returning to Paris, she applied these methods to her floral farm, where 350 varieties of flowers thrive without pesticides or chemical fertilizers. “Everything you see here has passed through my hands,” she proudly states, referring to the creation of this meticulously designed garden. This sustainable, handcrafted philosophy has captivated Kenzo Parfums, which shares Lavault’s deep respect for nature and their common vision of harmony between humanity and the environment.

The partnership between Kenzo and Lavault is not only a tribute to Paris’s floral beauty; it is also an educational manifesto for a more sustainable future. Perfumer Dora Baghriche captured the essence of the farm and its flowers using the innovative Nature Print technology, delicately extracting the scent molecules of the Bon Odori dahlias grown on-site. The result is a perfume that embodies the richness of nature within an urban setting, an olfactory poetry that blends with the ecological values of these two collaborators. “This is Kenzo for a more beautiful world,” emphasizes Alexandra Bellon Nouveau, marketing director of Flower by Kenzo. This latest addition to the franchise, owned by LVMH, highlights a shared commitment to reconnect humanity with nature, reintroducing the idea that beauty can carry meaning, sustainability, and respect for the environment. A harmony between traditional craftsmanship and modern technology that reflects a bold vision for the future of perfumery, while reaffirming the central role of biodiversity in the heart of the city.