# Feminine Scent-Forward Fashion Partnerships Hamidi Officially Sponsored Paris Modest Fashion Week By Kalin Ned | Published 2026-04-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/paris-modest-fashion-week References: [prnewswire](https://www.prnewswire.com/news-releases/hamidi-brings-scented-storytelling-to-paris-modest-fashion-week-302747164.html)  Hamidi, a Dubai-based fragrance house, served as an official sponsor at Paris Modest Fashion Week. At the high-profile event, the company introduced [two new feminine scents](https://www.trendhunter.com/trends/feminine-empowerment) named Alya and [Maysara](https://www.trendhunter.com/trends/alcoholfree-eau-de-parfum) through a [collaborative runway presentation with designer](https://www.trendhunter.com/trends/wax-london-fragrances) Betul Saday. Paris Modest Fashion Week integrated fragrance directly into the fashion experience, with the colors and sculptural bottle designs of the perfumes inspiring the garments and accessories. The Hamidi x Betul Saday showcase was, thus, harmonious. Alya opens with bright citrus and white peach notes before settling into a warm base of musk, amber, and vanilla, while Maysara contrasts that profile with litchi and pink pepper leading into rose, peony, praline, sandalwood, and incense. The brand describes the fragrances as imparting "a layer of identity, subtle yet expressive, designed to stay close to the skin and memory." Image Credit: Hamidi ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 55% | Activity: 62% | Freshness: 72% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Scent-integrated Runway:** Fashion shows that embed tailored fragrances into garments and presentations create multi-sensory narratives that can redefine product launches and brand perception. - **Designer-fragrance Co-creations:** Collaborations between couture designers and perfume houses enable limited-edition collections that blend visual design with bespoke scent formulations for premiumized offerings. - **Olfactory Brand Storytelling:** Using signature scents as mood and memory anchors offers a new channel for deepening customer emotional engagement across touchpoints. ### Industries Being Reshaped - **Luxury Fashion:** High-end apparel and accessory brands can leverage scent-driven design to enhance exclusivity and create collectible, narrative-led product lines. - **Beauty and Fragrance:** Perfume houses and cosmetic firms have opportunities to partner with fashion labels to produce co-branded scent products that extend runway impact into retail. - **Experiential Marketing:** Event producers and retail experience designers can integrate curated olfactory elements to craft immersive, memorable brand encounters. ## Related on Trend Hunter - [Modern Luxury-Focused Fragrance Lines](https://www.trendhunter.com/trends/cos-perfumery.md) - [Hidden Identity-Inspired Perfumes](https://www.trendhunter.com/trends/the-maker-alias.md) - [Purpose-Driven Fragrance Collections](https://www.trendhunter.com/trends/pura-x-malala-fund.md) - [Celeb-Supported Fragrance Campaigns](https://www.trendhunter.com/trends/radical-essence.md) - [Multidimensional Musk Fragrances](https://www.trendhunter.com/trends/kayali-freedom.md) - [Sophisticated Perfume Expansions](https://www.trendhunter.com/trends/match-perfumes.md) - [Heritage Celebrating Apparel Collections](https://www.trendhunter.com/trends/hm-x-magda-butrym.md) - [Fruity Floral Fragrance Expansions](https://www.trendhunter.com/trends/eden-collection.md) - [Celebrity Icon-Inspired Floral-Fruity Fragrances](https://www.trendhunter.com/trends/paris-hilton-fragrances.md)