FUGAZZI x BORNTOSTANDOUT: The Perfect Valentine’s Gift
Leah Ermann
This Valentine’s Day, La Samaritaine, hosts a fragrance collaboration rooted in desire, contrast, and creative exchange. FUGAZZI x BORNTOSTANDOUT reunite in Paris to present a pop up celebrating their joint project, two perfumes created for each other.
Rather than blending identities into one scent, the founders chose a rarer and more intimate idea. Each brand interpreted the other through fragrance. As a result, the FUGAZZI x BORNTOSTANDOUT concept draws on the idea of forbidden love and hidden romance, where tension, attraction, and individuality coexist. According to the founders the idea was to create two amazing perfumes capturing the essence of forbidden loves and forbidden romances.
Bram Niessink and the Instinctive World of FUGAZZI
Founded by Dutch born Bram Niessink, FUGAZZI rejects rigid industry logic. Within the FUGAZZI x BORNTOSTANDOUT collaboration, this instinctive approach becomes especially clear. The brand emerged from instinct rather than strategy. Niessink entered perfumery without trying to fix what already existed. Instead, he focused on creating what felt natural to him. Coming from a fashion background, Niessink approached fragrance with a fresh perspective. He did not study the market or follow traditional perfumery rules. This outsider mindset allowed FUGAZZI to develop a distinct voice. One that values intuition, restraint and longevity over trends.
Interview with Bram Niessink
IRK: What was missing in perfumery when you started FUGAZZI?
Bram Niessink: I didn’t think about what was missing. I was new to the industry, so I came in with complete freedom. I created what I loved. When you don’t look around too much, what you make becomes unique by nature
IRK: Why was BORNTOSTANDOUT the right partner for FUGAZZI?
Bram Niessink: It started with the first impression. Then it became about the person. That connection felt right
IRK: What detail in the bottle design best reflects FUGAZZI’s attitude?
Bram Niessink: I wanted the bottle to be timeless and almost boring. That was intentional. A bottle should last many years. The calmer the bottle, the more freedom the brand has elsewhere, for example I use bright colours in my stores, they are extreme. Therefore, the bottle always fits and blends in. The bottle is also inspired by old apothecary bottles, simple, quiet, and enduring.
IRK: On Valentine’s Day, do you think fragrance is meant to be shared — or kept as something deeply personal?
Bram Niessink: Shared, definitely.
BORNTOSTANDOUT by FUGAZZI: The Elegance of a Second Chance
Created by Valérie Garnuch-Menzel, BORNTOSTANDOUT by FUGAZZI explores different kinds of romance. This fragrance draws from mature love that is confident, layered, and quietly seductive. Smoky leather meets delicate florals in an unexpected balance. Woods anchor the composition, adding depth and refinement. Each note feels intentional, as if revealing a secret over time.
Jun Lim and the Philosophy of BORNTOSTANDOUT
Founded by Jun Lim, BORNTOSTANDOUT is deeply rooted in personal history. Long before launching the brand, Lim spent over 25 years collecting perfume bottles, developing a deep appreciation for scent, form, and storytelling. When he launched BORNTOSTANDOUT, it was not a spontaneous move, but the result of decades of observation, curiosity, and restraint. The brand stands for freedom of thought and expression. Its philosophy encourages people to question social expectations and live without apology. Lim does not see rebellion as something aggressive. For him, standing out means thinking critically and choosing authenticity over approval.
Interview with Jun Lim
IRK: What does ‘standing out’ mean beyond the brand name?
Jun Lim: It means rebelling against standards in a quiet way. Not violent or offensive. Standing out is being yourself and not caring about expectations, its about living your own life and not caring what others have to say because the people who are setting boundaries for you don’t even know your name. It is about living authentically and not living for others.
IRK: What makes a BORNTOSTANDOUT scent recognisable without seeing the bottle?
Jun Lim: We focus on decadence. Sweetness mixed with dirtiness. That could be boozy notes, animalic touches, or raw materials. The scent feels familiar but twisted. It’s never easy or simple.
IRK: What element of the bottle reflects the brand’s philosophy?
Jun Lim: The curvature of the bottle comes from Korean ceramic and alcohol vessels. Korean porcelain is ancient and pure. We avoid decoration. No signature, no excess. The form speaks quietly
IRK: On Valentine’s Day, is fragrance meant to be shared or kept personal?
Jun Lim: It’s sexier when it’s shared. Especially here.
FUGAZZI by BORNTOSTANDOUT: A scandalous Affair
Created by perfumer Quentin Bisch, FUGAZZI by BORNTOSTANDOUT embodies the thrill of a forbidden encounter. Milky sweetness softens the sharp heat of cumin and incense. At its heart, iris and suede bring a velvety tension. The base settles into vanilla and musk, deep and enveloping. The scent is exhilarating, unsettling and impossible to forget.
When Two Worlds Meet: FUGAZZI x BORNTOSTANDOUT
The FUGAZZI x BORNTOSTANDOUT collaboration is not about blending identities. It is about exchange. FUGAZZI and BORNTOSTANDOUT each step into the other’s universe while remaining true to their own creative language. Presented at La Samaritaine during Valentine’s Day, the pop up feels intimate and symbolic. It reflects not only two brands, but two personal journeys shaped by instinct, patience, and conviction. In a world of preditictable launches, this collaboration stands out by embracing tension, individuality, and the beauty of the forbidden.
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Leah Ermann is a South African Fashion Business student whose identity and vision are deeply rooted in the landscapes, cultures, and contradictions of her home country. Growing up in South Africa meant being constantly aware of extremes. These realities shaped her sensitivity to the world around her and challenged her understanding of fashion as something far beyond surface-level beauty. In a place where many people are fortunate simply to own a pair of shoes, Leah learned early on that clothing carries meaning, privilege, and responsibility.
Alongside this awareness grew a profound connection to nature and conservation, spending a lot of time in the bush deepened her understanding of the impact humans have on endangered wildlife and fragile ecosystems. Leah sees fashion as a silent but powerful language, a way to express identity, values, and cultural stories without words.
She is driven by a desire to explore the deeper meanings behind collections, to learn from new cultures, and to use fashion as a platform to amplify South African creativity, resilience, and humanity. Ultimately, her goal is to create work that not only reflects where she comes from whilst learning about other cultures, but also contributes to change, honoring both people and the natural world that shaped her.
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