Francesco Ragazzi is turning over a new leaf. The Italian designer recently sold Palm Angels, the luxury streetwear label he founded in 2015, to brand management company Bluestar Alliance, and is now launching into high-end perfumery with a new project unveiled on Wednesday February 26 during Milan Fashion Week.

The brand is called Réservation, and is described as “a new perfume brand inspired by Italian fashion, French know-how, and the spirit of California.” Réservation’s launch collection features seven fragrances inspired by various times in an imaginary day in a luxury hotel. The brand’s name evokes the world of travel and hospitality, as illustrated by its showroom, decked out like a hotel reception.

To enter this new segment, Ragazzi has surrounded himself with a solid team based in the heart of Milan’s luxury district, opening the brand’s headquarters and showroom on prestigious via Montenapoleone.

He set up the company that runs Réservation as a 50-50 partnership with Archive, an investment firm owned by the holding company of the Ruffini family, which controls Moncler. Archive is led by Pietro Ruffini, son of Moncler boss Remo Ruffini, and also holds stakes in labels The Attico and Pas Normal Studios, and in the restaurant business, with Langosteria Holding and Concettina ai Tre Santi.

Ragazzi has also brought on board two Frenchmen, Yann Vasnier, who has designed several fragrances as perfumer at Givaudan, and Frédérique Obin, who has worked for the Costes Hotel in Paris and Thom Browne, and is Réservation’s creative director.

The first Réservation perfumes will be commercialised soon at €250 for a 100 ml bottle on the brand’s e-shop and at select multibrand retailers.