Frassaï was founded by Natalia Outeda in 2013 after a professional path that included fragrance evaluation in New York and a return to Buenos Aires. The house is led through creative direction rather than a single in-house perfumer: Outeda develops the concepts and works with named perfumers whose strengths suit each project. Ideas are allowed time to mature, and scent, naming, story and visual language are treated as parts of the same world. Argentina and South America recur throughout the catalogue, but Frassaï also moves through literature, migration, mythology, memory and imagined places, giving the house breadth without losing a recognisable editorial point of view.