Xerjoff for UAE

To understand how fragrance can become a cultural language rather than a decorative gesture, it was essential to speak directly with Sergio Momo, founder and CEO of Xerjoff. His approach to perfumery has long moved beyond the logic of product and into that of narrative, place, and memory. The launch of Xerjoff’s latest limited-edition collection, created for Eid Al Etihad, offered the perfect moment to explore this philosophy in depth, particularly because the project stands as one of the brand’s most personal and geographically specific to date.

Unveiled as a tribute to the United Arab Emirates, the collection comprises seven bespoke fragrances, each designed to capture a different facet of the country’s identity. As Momo explains, “When you consider Xerjoff’s history, a tribute to the UAE is actually quite long overdue.” The brand’s first boutique worldwide opened in Dubai in 2010 (before even Italy), establishing a deep emotional and professional bond that has continued to grow over the years. “Every time I come here, I’m presented with a kaleidoscope of emotions and colours,” he adds, citing the country’s hospitality, landscapes, and forward-looking spirit as constant sources of inspiration. Rather than relying on expected references, the collection approaches Emirati heritage with restraint and intelligence. “We could easily have built the collection entirely around traditional ingredients such as oud,” Momo notes. “Instead, oud appears in only three of the seven fragrances.” This selective use allows the perfumes to speak a more contemporary language, one that reflects the UAE’s unique ability to honour its past while continually redefining its future.

Visual storytelling is central to the project. Each flacon is hand-painted in brushstrokes inspired by the colours of the national flag, echoing the movement of desert dunes. For Momo, design is inseparable from scent: “Colour alone is massively symbolic. Through texture and form, we shape the internal narrative of the perfume.” Every detail was conceived exclusively for the Emirati market, reinforcing the sense of respect and specificity. The fragrances themselves draw on ingredients sourced globally, such as vanilla, patchouli, precious woods and exotic fruits, mirroring the cultural diversity that has shaped the UAE since 1971. “Living the culture of the UAE first-hand and working with the finest ingredients in the world is what I hope to transmit the essence of the country,” Momo reflects.

Available exclusively at the Xerjoff Dubai boutique, the collection is about connection. “We believe we already have a friendship here,” Momo concludes. “This collection is our way of strengthening that bond, through scent.”