Our signature creation
Six custom made niche fragrances. A complete brand world. Created and commercialised with ICON Partnership.
Pictured: Sartoria Extrait de Parfum from the Savile Row Private Collection.
01The Brief
Savile Row is one of the few British names that needs no explanation anywhere in the world. Its authority comes from a specific thing done exceptionally well for a very long time: a suit cut for one person, by hand, on one street in Mayfair.
The brief was to take that authority into fragrance without diluting it, and without producing the licensed department-store product that heritage names so often end up with. It had to read as bespoke, not as merchandise.
ICON had already developed Mayfair, the first eau de parfum for The Savile Row Company. The Private Collection is the larger answer: a full six-piece range under Savile Row Custom Made.
02The Idea
The Savile Row Private Collection is designed as the fragrance extension of one of the world's most iconic tailoring traditions, bringing the Savile Row heritage of excellence, craftmanship and British originality to the world of fragrance, through the finest ingredients and formulations.
Inspired by over two centuries of design, elegance, and individual expression, these fragrances are created with the same attention to detail that has defined Savile Row since its inception.
Each of the six unisex Extrait de Parfums is created as a unique, stand out piece with a personal signature to embody the essence of individuality, guaranteed to delight both ladies and men.
The collection is named in Latin, in the language of the tailor's workshop. Acus is the needle. Bucula, the button. Tela, the fabric. Sartoria is the tailoring itself, Creatia the bespoke, and Savila the Row.
“More than a name. A history and tradition.”
Acus
Needle
Bucula
Button
Creatia
Bespoke
Sartoria
Tailoring
Savila
Savile
Tela
Fabric
03The Collection
Six niche unisex Extrait de Parfums that blend the ethos of heritage and the artisanal with the modern bespoke energy of one of London's most iconic and stylish destinations. A truly distinctive fragrance range, the perfect synthesis of tradition, artistry and innovation, proudly made in Great Britain.
‘Needle’ in Latin
Bright, zesty top notes of bergamot and lemon open the fragrance, setting the stage for a seductive transition into its rich heart. The fragrance deepens with opulent rose, smoky mystical oud and delicious saffron - a complex, enticing combination. Creamy vanilla, earthy cedarwood and leather create a soothing warm base.
‘Button’ in Latin
The opening enchants with dark, sweet cherry and saffron to indulge the senses, while toasted almond adds a warm, nutty hint, offering gourmand elegance. At its heart, the fragrance reveals a lush floral bouquet, enhanced by a fruity apricot glow. The base is a decadent embrace of patchouli, vanilla, and praline.
‘Bespoke’ in Latin
The opening delights with spicy pimento and ginger intertwined with the luxurious warmth of saffron. The heart is richly textured with smoky birch tar, cinnamon bark, and labdanum. Intense, sophisticated base notes envelope the fragrance combining the raw luxury of sandalwood, supple suede, musk, settling on the complex depth of myrrh.
‘Tailoring’ in Latin
The fragrance opens with bold notes of zesty lime, crisp blackcurrant and herby clary sage. The heart pulses with a complex blend of spicy pink pepper and the crispness of juniper and warm cardamom. At the base, leather adds richness while patchouli and cedarwood ground the fragrance with a smooth fresh, warm finish.
‘Savile’ in Latin
The opening greets with spicy warm nutmeg, a smoky swirl of incense and the golden glow of saffron. The fragrance then blossoms with luminous, elegant jasmine, paired with the earthy richness of patchouli. The base is a rich, grounding trio of sandalwood, tobacco, and amber woods.
‘Fabric’ in Latin
The opening explodes with luminous top notes of lemon, ripe apricot, and a dash of vibrant, spicy pink pepper. The heart blooms into a lush, generous bouquet of bold ylang ylang, softened by sweet freesia. As it settles, a deeply comforting base of sandalwood, musk and enveloping vanilla is revealed.
04The Packaging
Each Extrait de Parfum is beautifully presented in a bespoke, elegant 100ml bottle that exudes luxury, its meticulous lines mirroring the precision of a master cut. The carton carries a woven texture and the collection's crest in gold, the finish of a swatch book rather than a fragrance box. Each colourway is matched to the juice, so the range reads as a bolt of cloth laid out on a cutting table.
The presentation box opens like a folded pattern: a printed inner leaf on one side, the bottle held on the other. The heavy glass is squared off and unadorned apart from a gold plate and script, and the cap is weighted so it closes with a click rather than a tap.
The shape of the cap, a hexagon, is a deliberate choice, its geometry representing the six fragrances in the launch collection and inspired by the flawless pattern work of bespoke tailoring. This cap pays tribute to the angular precision used when cutting fabric, while the central button (Bucula in Latin) bears Savile Row's distinguished stagecoach motif, symbolising heritage and tradition. Substantial in weight and presence, it serves as a refined emblem of timeless elegance.
Every element of the design tells a story of heritage, artistry, and enduring luxury. Just as no Savile Row suit is ever off-the-rack, neither is our approach to scent: each fragrance is a masterpiece of thoughtful design, precise execution, and timeless legacy.
05The Launch
The collection successfully launched in October 2025 under Savile Row Custom Made, reported by TheIndustry.beauty as a six-piece unisex range in coloured glass with gold script and textured packaging, arriving in time for the festive season.
Just as the fragrances are bespoke, the collection is sold through a tailor made site, direct through savilerowprivatecollection.co.uk at £225 for 100ml, with a six-piece 10ml discovery set for customers who either want to find their signature scent before committing to one, the retail equivalent of a first fitting, or who want to create their own fragrance wardrobe, selecting the fragrance that best completes their outfit.
The collection is proudly and exclusively made in Great Britain.
06The Results
Only facts ICON or the brand have published appear below. Nothing here is estimated, and no commercial performance figure has been written on ICON’s behalf.
6
Unisex Extrait de Parfums
savilerowprivatecollection.co.uk
2025
Launched under Savile Row Custom Made
TheIndustry.beauty, 27 October 2025
GB
Made in Great Britain
savilerowprivatecollection.co.uk
2024
Pure Beauty Awards finalist, Best New Fragrance - Savile Row Mayfair
Pure Beauty Awards 2024 finalist mark
From an idea
Six fragrances, a complete brand world and a route to market - built by one partner. The same is available to your brand.
