Diana Vreeland Parfums

Diana Vreeland Parfums is an American niche fragrance house founded in 2014 by Alexander Vreeland, grandson of the fashion editor Diana Vreeland (1903–1989), after whom the line is named [1][2]. Conceived as an extension of his work running his grandmother's estate and promoting her legacy, the brand built a collection of Eau de Parfum whose names echo the editor's flamboyant, superlative-laden way of speaking [1].

Since December 2018 the brand has been owned by TPR Holdings, which acquired it from Alexander Vreeland; he is no longer involved in the business [3]. The fragrances remain American-made and, by the company's account, are sold across a wide international footprint.

The line was launched in 2014, ahead of that September's New York Fashion Week, by Alexander Vreeland [4]. Fashionista described the brand as the brainchild of the grandson, who created it as an outgrowth of administering the Diana Vreeland Estate. The connection is also noted on Wikipedia, which records that the estate is administered by Alexander Vreeland.

The namesake, Diana Vreeland, was a fashion editor and columnist whose career ran through Harper's Bazaar and Vogue; the brand's own "About" pages narrate her biography rather than the fragrance company's history, including her 1936 discovery by Harper's Bazaar editor Carmel Snow. The editor died in 1989, decades before the perfume line existed, and the brand draws on her persona as inspiration rather than as a founder.

The house centres on Eau de Parfum, with candles, body products and discovery sets rounding out the range. Individual fragrances take their names from the kind of emphatic phrases associated with Diana Vreeland — among them Empress of Fashion, Extravagance Russe, Absolutely Vital, Outrageously Vibrant and Perfectly Marvelous. A later "Outrageous" line introduced more concentrated "parfum absolut" formulations described as darker and more intense than the signature scents [5].

The fragrances were developed with established perfumers; contemporaneous launch coverage credited Clément Gavarry, Yves Cassar, Céline Barel and Carlos Benaïm with specific scents in the original lineup [4]. Empress of Fashion, one of the signature releases, opens on blackcurrant bud absolute and pink pepper over a heart of saffron, Turkish rose and geranium, with cypriol, tonka and vanilla in the base.

Pricing sits at the upper end of the niche segment, with Eau de Parfum offered in 50ml and 100ml sizes [4]. At launch the line was sold in France exclusively through the Paris concept store Colette [4]. Founder Alexander Vreeland positioned the house as a rarity in its field, telling PaperCity that it was "the only American manufacturers doing these kinds of things," in a category he said was "really controlled by the Italians or the French" [5].

The brand frames itself around the persona of its namesake. Its homepage describes the line as "a fragrance collection inspired by a woman who believed in the power of dreams, defied all rules, and revolutionized everything she touched," and product copy carries the editor's phrase "fashion is a part of the daily air." Marketing for Empress of Fashion casts Diana Vreeland as the "Empress of Fashion" and states that "no one past or present has been able to challenge her style." Alexander Vreeland described the aim as upgrading the brand "to make things more beautiful and more luxurious" [5].

TPR Holdings acquired the brand in a deal that closed in December 2018, taking it on as part of a portfolio expansion that also brought in licensed beauty businesses for Elie Tahari and Badgley Mischka [3]. WWD reported that the brand generated roughly $10 million in retail sales at the time of acquisition, and that TPR's chief executive, Brian Robinson, intended to expand its international distribution while focusing on the "best points of distribution" [3]. Alexander Vreeland left the business following the sale.

Coverage of the brand has come chiefly from fashion and fragrance press. Fashionista profiled how Alexander Vreeland turned his grandmother's legacy into a perfume business in 2016 [1], and WWD reported the 2018 change of ownership. The brand also makes a brief cultural appearance: Wikipedia notes that Diana Vreeland Parfums features in the opening scene of the 2018 film Ocean's 8.

The brand is operationally active but under new ownership. Following the 2018 acquisition by TPR Holdings, it continues as part of TPR's licensed-beauty portfolio rather than as a founder-led house. At the time of research its website was live and selling Eau de Parfum, candles, body products and discovery sets, with production remaining in the United States.