Giorgio Beverly Hills
Giorgio Beverly Hills is the fragrance extension of Fred Hayman's famous Rodeo Drive boutique. The house's first scent appeared on November 26, 1981, twenty years after the store opened. Its yellow and white box repeated the colours of the striped façade and preserved its connection with Beverly Hills.
About the brand
Giorgio Beverly Hills
Giorgio Beverly Hills grew from a boutique opened on Rodeo Drive in 1961. Fred Hayman created a space that became one of the symbols of luxury retail in Beverly Hills.
The first Giorgio fragrance appeared on November 26, 1981. It was not given a separate invented legend: its name directly continued that of the boutique. Yellow and white packaging repeated the store's signature colours and made the connection between shop and bottle unmistakable.
The launch stood out for the way it was promoted. The fragrance appeared in a magazine, and samples were sent to the boutique's female clients. This brought Giorgio beyond Rodeo Drive and allowed people who had never visited the store to discover it.
This historical context is central when considering Giorgio Beverly Hills: the debut fragrance represents the house's entry into perfumery and preserves a visual memory of its original space. It should be understood as the beginning of the line, not a later addition to an existing fragrance collection.