It is no big secret that “perfume” is a bit of a dirty word in fashion. Often, it is seen, not without justification, as an easy way to make money by capitalizing on one’s brand name. The typical arrangement is to license out one’s name to a big perfume conglomerate, tell them what you want it to smell like, and sit back while the money rolls in. A successful perfume can be immensely profitable. Thierry Mugler, to take one example, has not designed a garment in decades, but his enormously successful perfume “Angel” has made him a millionaire many times over. All you need is a brand name and a good formula. It is no wonder then that every newly minted fashion designer and celebrity is eager to sign a perfume deal.