Perfumes & Fragrances

Exploring the World of Niche Fragrances: A Guide for Scent Enthusiasts

Walking into a room and being immediately captivated by someone’s distinct scent is an experience that has always fascinated me. The realization hit hard when I found myself yearning for a fragrance that didn’t just blend in with the masses frequenting popular retail stores.

Fragrance, to me, feels like an intimate expression of identity, something far beyond a mere accessory. It was this desire for uniqueness that led me to explore the niche world of fragrances.

My explorations unveiled some incredible insights; did you know Maison IRFE revolutionized the perfume industry back in 1926 by crafting scents aimed at celebrating various facets of women’s identities? This dedication to uniqueness and unparalleled quality is what truly distinguishes niche fragrances from the mainstream market.

So, if you’re eagerly searching for that distinct olfactory gem that echoes your individuality, join me as we delve into the captivating universe of artisanal scents.

We’ll dive into what sets niche fragrances apart – from their commitment to artisanal craftmanship and utilization of rare ingredients to the intriguing stories each bottle holds. Get ready to discover elite brands such as Xerjoff and Serge Lutens, masters in conjuring magic with every spritz.

Plus, I’m here to offer guidance on how to embark on this luxurious journey towards finding your signature scent.

Are you prepared for an adventure that tantalizes the senses?

Understanding Niche Fragrances

A woman browsing a variety of niche fragrances in a sleek boutique setting.

Ever wondered why some fragrances seem to whisper secrets of untold luxury and artistry? I sure have. That’s where niche fragrances come in, a world far removed from the crowded shelves of mainstream perfumes.

Definition of niche fragrances

I’ve always been mesmerized by the allure of niche fragrances. Unlike their mainstream counterparts, these scents are all about making a personal statement. They’re not found on every department store shelf or splashed across billboard ads.

Instead, they thrive in the quiet corners of luxury and exclusivity. I remember stepping into a boutique in Paris, hidden away from the bustling streets – it was there that I truly understood what makes niche perfumes so special.

Niche fragrances capture the essence of artisanal craftsmanship, blending unique and rare ingredients to create scents that resonate deeply with those who wear them. Each bottle tells a story, evoking emotions and memories unlike anything else.

It’s this intimate connection between scent and wearer that elevates niche perfumes above mere accessories to powerful expressions of individuality.

In my journey through fashion and fragrance, I’ve come to appreciate that true luxury lies in uniqueness and authenticity – qualities embodied by niche fragrances.

Crafting these specialized scents involves small-batch production methods which allow for meticulous attention to detail, setting them apart from mass-produced offerings. My own experiences have led me to treasure these boutique creations not just for their exquisite aromas but also for the dedication behind each creation.

Whether it’s an exclusive fragrance designed to celebrate diversity among women or a custom-made scent that feels like it was made just for you, niche perfumes offer an unparalleled sensory experience.

Differentiating from mainstream perfumes

Niche fragrances have always captivated me with their allure of the unexplored. Mainstream perfumes, while delightful, often blend into a sea of familiar scents. Niche perfumes stand out—they whisper tales of individuality and diversity in a language only the wearer fully understands.

The experience feels akin to wearing a custom-made soirée gown; it’s as if the scent has been crafted just for you, reflecting your unique personality and style.

I find that niche fragrances offer an exclusive ticket to a world less traveled by the general population. Their limited edition nature speaks volumes about their uniqueness—something mainstream brands can seldom match.

Walking down NYC streets or attending an elegant event, I recognize that my choice of fragrance sets me apart, telling its own story—one meticulously composed by artisanal craftsmanship embracing rare scents from corners of the globe untouched by mass production.

The thrill for me lies not just in the luxury but in discovering these hidden gems—each bottle holding within it an essence waiting to resonate with someone’s character so intimately.

It’s this pursuit of finding “the one” among diverse collections that ignites a passion in enthusiasts like me—an adventure where each scent sampled is another step closer to uncovering facets of our identity reflected through notes carefully chosen not for millions but for individuals seeking distinction beyond what’s readily available on every department store shelf.

The Appeal of Niche Fragrances

 

Why do we fall head over heels for these less-known, yet intoxicating scents? I think it’s the allure of wearing something that not everyone else can easily get their hands on. It’s like being part of an exclusive club where each fragrance tells a story, your story—different from the mainstream perfumes that crowd the shelves.

Exclusivity

I’ve always been drawn to what sets a scent apart, diving deep into the essence of exclusivity. It’s not just about having something others don’t; it’s about connecting with a fragrance that speaks directly to you, reflecting your unique personality and style.

This personal allure is why I’m thrilled by niche fragrances—they offer an exclusive ticket to a world where rarity and distinction are the norm, not the exception.

In a sea of mainstream scents, finding that one fragrance which feels like it was crafted just for you—now that’s true luxury.

Imagine slipping into a silk gown from Maison IRFĒ, feeling its fabric grace your skin, embodying elegance and sophistication. Now think of applying a niche scent—a limited edition masterpiece perhaps inspired by women’s characters in NYC.

This isn’t merely adding perfume; it’s adorning yourself with an invisible yet unforgettable aura of exclusivity. Each drop tells a story, one so distinctive and rare, making you part of an elite circle where uniqueness reigns supreme.

As someone who cherishes artistry in all its forms—from fashion design to bespoke fragrances—I find this connection deeply fulfilling.

Artisanal craftsmanship

Discovering a scent that speaks to your soul is akin to finding a piece of art that whispers your name. Within the folds of artisanal perfumery, each fragrance bottle houses more than just notes; it embodies stories, dreams, and the meticulous handiwork of artists unseen yet profoundly impactful.

My journey through the fashion world, from the runways of Paris to sketching designs for Maison IRFE—a brand reawakened with narratives interwoven with history and royalty—taught me an invaluable lesson: true luxury lies in unparalleled craftsmanship.

Crafting these fragrances involves a process deeply rooted in tradition, yet vibrant with innovation. Independent perfume makers pour their hearts into small-batch perfumes, ensuring every drop exudes complexity and character.

This dedication mirrors my own experiences in reviving Maison IRFE; both paths demand passion, precision, and an unwavering commitment to creating something timeless. The allure for me isn’t just in wearing a unique scent but knowing there’s history, culture, and personalized effort behind it.

Reflect on strolling through an exclusive gallery where every piece has its aura—an experience echoed by artisanal scents where each blend tells its tale. As I ventured deeper into this olfactory world, I recognized that these creators don’t merely mix ingredients; they sculpt emotions and memories wearable on one’s skin.

It’s this connection between creator and wearer that transforms niche fragrances from mere accessories into intimate expressions of identity.

Unique and rare scents

I’m constantly on the hunt for something that sets me apart, something that whispers my story as I walk by. That quest led me to explore unique and rare scents, a treasure trove of olfactory gems that defy ordinary definitions.

Imagine wearing a fragrance that evokes the elegance of silk evening gowns or the boldness of avant-garde fashion—this is what Maison IRFE has accomplished with its latest fragrance line.

Celebrating a centenary of creativity, these scents are not just perfumes; they’re narratives bottled up, waiting to mingle with your skin and release chapters of luxury and high fashion tales.

Diving into this world has shown me that exclusive perfumes do more than just smell good; they carry an aura of artisanal craftsmanship and exclusivity. Each spritz from a niche bottle offers an invitation to indulge in uncommon scents, transforming everyday moments into instances filled with grace and character.

It’s like wearing art—an individualized expression shaped by notes meticulously chosen to stand out rather than blend in.

For anyone looking to leave behind the predictable paths paved by mainstream aromas, I suggest turning towards these specialized fragrances. The collection from Maison IRFE particularly enchanted me because it reflects not only evolving stories but dreams—of dresses adored, moments cherished, and futures awaited with bated breath—all through its rare aromas designed for women who dare to dream beyond the ordinary.

Personalized experience

Discovering a fragrance that feels like it was made just for you—it’s like uncovering a hidden part of your soul. I’ve always been fascinated by how a single scent can tell a story, evoke emotions, and express individuality.

That’s the magic behind niche fragrances. They’re not your run-of-the-mill scents; they are stories bottled up, waiting to be worn and told.

A scent is a personal signature so powerful it announces you and lingers long after you leave.

I believe every woman deserves her unique fragrance—an olfactory fingerprint that captures her essence perfectly. This journey led me to explore niche perfumes, where I found my personalized experience in the world of luxury scents.

The rare ingredients, the artistry involved in crafting each bottle, and most importantly, the way these fragrances become intertwined with our identity; there’s nothing quite like it.

Through IRFE’s new line inspired by women’s characters in NYC for 2024, I discovered how diverse notes could match different facets of my personality—whether bold or demure—for any occasion or mood.

Finding that perfect niche perfume isn’t just about smelling good; it’s about feeling understood on an almost spiritual level. It’s an adventure in self-expression through scent that champions uniqueness over universality—a true rebellion against the one-size-fits-all approach to beauty.

Exploring High-End Niche Fragrance Brands

Diving into the elite circle of high-end niche fragrance brands has transformed my approach to personal scent. Have you ever wondered what makes these fragrances stand out in a sea of perfumes? It’s their ability to tell a story, evoke emotions, and create a signature that is uniquely yours.

Each bottle is a step away from the ordinary, offering something truly unique—something mainstream perfumes can’t provide. Curious about which brands are rewriting the rules of fragrance? Keep reading—I promise it’ll change your perspective on scent forever.

Xerjoff

I’ve always been drawn to the allure of exclusive, sophisticated perfumes. It’s an undeniable fact that Xerjoff has captured my senses with its luxurious range of scents. These aren’t your everyday fragrances; they are masterpieces housed in bottles.

Every drop tells a story, a narrative woven from rare ingredients and unparalleled artistry. The first time I experienced Xerjoff, it was like uncovering a hidden world where each scent is crafted to perfection.

My encounter with these olfactory creations didn’t just add another perfume to my collection—it transformed how I perceive luxury in scents. Walking through life with a trail of Xerjoff behind me feels empowering.

It’s the attention to detail that sets them apart; each fragrance composition is an artistic endeavor, blending rare elements together to produce something entirely unique and utterly memorable.

The commitment of Xerjoff to pushing the boundaries with their exclusive fragrances truly resonates with me. As someone who cherishes quality over quantity and sophistication over simplicity, discovering this brand was like finding a hidden gem in the vast sea of niche perfumery.

Their dedication to innovation ensures every bottle offers more than just a scent—it provides an experience, one that makes you feel part of an elite club where excellence and rarity are the norms.

Serge Lutens

Exploring the high-end niche fragrance world, I stumbled upon Serge Lutens, a brand that instantly captivated my senses. This isn’t just about perfumes; it’s an immersive experience into luxury and exclusivity.

Each scent tells a story, evoking emotions and memories that linger long after the initial spray. From their legendary boutique in Paris to the meticulous craftsmanship behind every bottle, Serge Lutens stands out as a hallmark of artisanal perfumery.

I vividly remember my first encounter with one of their fragrances. The complexity and depth were unlike anything I had ever experienced before. It was as if each note was carefully selected to convey a specific mood or atmosphere, leaving me utterly fascinated by the artistry involved.

Wearing Serge Lutens made me feel like part of an elite club—a sensation that mainstream brands seldom offer.

For anyone diving into the realm of luxury scents, exploring what Serge Lutens has to offer is essential. Their unique perfumes not only elevate your style but also ensure you leave a memorable impression wherever you go.

Trust me; investing in such exclusive fragrance brands enriches your personal collection with tales of elegance and sophistication—each bottle is a treasure waiting to be discovered.

Akro

I stumbled upon Akro in my quest for something beyond the usual scent trails we all know so well. This brand caught my attention with its bold stance in the world of luxury scents, where it shines by crafting fragrances that dare to break free from traditional perfumery norms.

Each bottle tells a story, one of artisanal craftsmanship and uniqueness, traits I deeply value as a connoisseur and promoter of fine fragrances.

Akro takes exclusivity to another level, offering personalized experiences through their rare scents.

Their approach is refreshing—mixing edgy with elegance—a combo that appeals to those who seek out special labels. As I explored each fragrance, I felt like I was part of an exclusive club, where every spritz added a layer to my own personal style narrative.

The exhilaration of discovering such niche brands keeps me on this fascinating journey through high-end perfumes.

Thameen

Exploring Thameen has been a journey into the opulent and somewhat secretive world of luxury scents. This brand captivates with its promise of exclusivity and a deep sense of history that is as intriguing as the rare ingredients they use.

Each bottle feels like it tells a story, one steeped in elegance but crafted for the modern aficionado. I’ve always admired how they balance traditional artisanal methods with cutting-edge fragrance technology to create something truly unique.

The experience begins the moment you encounter a Thameen fragrance. It’s not just about wearing a scent; it’s about adorning oneself in an aura of sophistication and rarity. Their collection, inspired by precious gems and historical narratives, does more than just catch your attention—it invites you into a realm where premium fragrance houses like Thameen redefine what luxury means in perfumery.

There’s something undeniably compelling about this approach, urging us to explore each scent deeply, to understand its essence and how it complements our personal style.

Montale Paris

Discovering Montale Paris was like stumbling upon a hidden treasure in the vast niche fragrance market. I vividly remember the first time I encountered one of their exclusive perfumes.

The scent captivated me, weaving stories and emotions into an olfactory masterpiece that lingered for hours. This brand has etched its name as a symbol of luxury and innovation in my mind, offering scents that are both unique and memorable.

The allure of Montale Paris lies not just in its luxurious appeal but also in how it caters to diverse preferences with emotion-inspired scents. Each fragrance seems crafted with a deep understanding of how intimately scent is linked to memory and feeling.

From the moment you experience a Montale perfume, it’s clear they’re designed for those who seek more than just a pleasant aroma; they offer an immersive journey through exotic lands via rare ingredients turned into spellbinding fragrances.

In sharing this discovery with my readers, I’m often asked why I favor Montale Paris over other brands. My answer is simple—experiencing these fragrances ignites a sense of adventure and sophistication unmatched by others.

Their strong reputation among connoisseurs isn’t unwarranted; each bottle holds not only exquisite perfume but also represents artisanal craftsmanship at its best—a true testament to what defines high-end niche fragrances today.

Best Niche Fragrances for Women

I’ve always been fascinated by how a fragrance can capture the essence of a woman, her emotions, and stories. That’s why I find niche fragrances so compelling—they’re like wearing art.

The best niche fragrances for women aren’t just scents; they’re memories bottled up, ready to whisk you away to moments and places with each spritz. Think about it: isn’t there something incredibly personal in choosing a scent that speaks to your soul? It’s this uniqueness and diversity that make niche perfumes stand out.

Take IRFE’s fragrance line, for example. Inspired by diverse female characters and emotions, these fragrances do more than just smell good—they tell stories. They celebrate the individuality of women while evoking memories and dreams.

Each limited edition targets different facets of womanhood, making them not just perfumes but treasures that embody evolving stories and dreams. It’s a beautiful reminder that our choice in fragrance is deeply personal, reflecting who we are or aspire to be—a blend of rarity and artisanal craftsmanship that mainstream scents seldom offer.

Niche Fragrances vs. Mainstream Perfumes

Ever wondered why some scents seem to draw you in, whispering tales of mystery and allure that feel almost personal? That’s the magic of niche fragrances. Unlike their mainstream counterparts, these perfumes create a dialogue between the scent and your senses, inviting you into a world crafted with passion and precision.

I’ve always been captivated by how a unique fragrance can declare one’s presence even before entering a room. It’s not just about smelling good; it’s about making an indelible mark on the canvas of memory.

Have you ever found yourself lost in a sea of sameness when shopping for new perfumes at department stores? Mainstream blends often mirror current trends so closely that finding something truly unique feels like searching for a needle in a haystack.

This is where niche fragrances stand tall—offering notes that break free from conventional expectations, daring to be different. I’ve come to cherish these eclectic aromas not only for their quality ingredients but also for their storytelling prowess, crafting.

Quality and ingredients

In my journey through the enchanting universe of fragrances, I’ve discovered that the soul of a scent lies in its quality and ingredients. Drawing from the essence of Maison IRFE, where each fragrance is a narrative woven with dreams and memories, I’ve learned to appreciate the meticulous selection of components that define niche perfumes.

These aren’t just aromas; they are crafted experiences designed to dress our senses in unparalleled elegance.

To wear a niche fragrance is to adorn oneself in an art piece uniquely sculpted from rare and exquisite ingredients.

I resonate deeply with this sentiment as I explore scents that speak not only to women but also tell tales as multifaceted as the dresses inspired by Maison IRFE’s collection. Each note in these perfumes, whether it be a whispering breeze of dreamy scents or a bold declaration of mood-enhancing aromas, plays its part in crafting an unforgettable memory evoking perfume.

This deliberate choice and combination of elements set apart niche fragrances from mainstream options—it’s like comparing custom-made silk evening gowns to off-the-rack dresses; both serve their purpose, yet one offers an unmatched personal touch that echoes your individual story.

Price point

I’ll admit, diving into the world of niche fragrances was an eye-opener for me. The price point? It’s not just a number. It’s a reflection of quality, rarity, and the sheer luxury that comes with owning something truly exclusive.

I’ve learned that niche fragrances command higher prices because they’re crafted with premium ingredients in limited quantities. This isn’t your run-of-the-mill perfume you pick up at any store; it’s akin to owning a piece of art.

Exploring brands like Maison IRFE changed my perspective entirely on what I value in a scent. With their global presence and limited edition perfumes sold in over 30 countries, it became clear why these creations are priced the way they are.

Each fragrance tells a story, evoking emotions and memories unlike anything else I’ve experienced. You’re paying for an olfactory journey that sets you apart from the crowd—something I believe is worth every penny.

Honestly, wearing these luxurious scents makes me feel like part of an exclusive club—one where quality trumps quantity every time. Whether stepping out for a casual brunch or preparing for a high-profile event, choosing the right fragrance elevates my confidence and ensures I leave an unforgettable impression.

Embracing this luxury doesn’t come cheap, but then again, true exclusivity never does.

Marketing and culture

Marketing for niche fragrances isn’t just about selling a scent; it’s an art form that intertwines deeply with culture. I’ve seen firsthand how these unique perfumes tell a story, each bottle narrating tales of individuality, diversity, and women’s empowerment.

It fascinates me how brands like Maison IRFE have turned the creation of a fragrance into an intimate process—drawing inspiration from various female characters and emotions. This approach not only sets them apart in the packed perfume market but also challenges us to think beyond the conventional.

In this world where I strive to uncover what makes us tick, what draws us toward luxury and high fashion, it’s clear that marketing plays a pivotal role. Niche fragrance lines use marketing as a canvas to paint their ethos directly into our minds.

They eschew mass advertising tactics in favor of building strong emotional connections with their audience. Think about it—when was the last time you chose a perfume simply because it promised exclusivity or spoke directly to your sense of style? For me, engaging with these brands feels like joining an exclusive club—one where my choice in scent says something about my identity.

This cultural shift towards valuing quality over quantity marks an exciting era for fashion enthusiasts everywhere. We’re moving away from mainstream choices and diving deep into selections that resonate on a personal level.

Through strategic marketing and embracing diverse cultural narratives, niche fragrance brands are creating ripples across the industry—showing us that behind every bottle is a story waiting to be told…

And I’m here for all of it, eager to explore more scents that aren’t just perfumes but expressions of personality and culture.

How to Find Your Perfect Niche Fragrance

I always wonder, how do you discover that one fragrance that seems like it was made just for you? The secret lies in stepping out of the comfort zone and experimenting.

Sampling and testing

Stepping into the world of niche fragrances opens up a realm filled with aromatic treasures—each designed to tell its own story, evoke emotions, and celebrate the individuality in every one of us.

I have always been fascinated by how a single drop can transport you to another place or bring back a flood of memories. It’s why I firmly stand by the mantra that sampling and testing are non-negotiable steps on your journey to finding your signature scent.

Let me share something with you; my first encounter with IRFĒ’s centenary fragrance collection was nothing short of revelatory. Each scent promised an odyssey, inspired by diverse female characters and emotions which spoke volumes about their dedication to celebrating diversity and individuality among women.

As I dabbed different samples onto my wrists, breathing in their complexity, it became evident how crucial this process is. Not only does it allow you to understand the layers and evolution of a fragrance over time on your skin, but it also lets you see which aromas resonate most with your personal style and lifestyle choices.

From crisp mornings to elegant evenings out—the right fragrance becomes an extension of who you are.

This experiential approach goes beyond simple olfactory satisfaction; it’s about making informed decisions that align perfectly with who we want the world to see us as. Whether through visiting boutique stores where experts can guide you through each scent’s profile or ordering sample vials from high-end brands online for a leisurely test at home, embracing this phase ensures when you finally settle on ‘the one,’ it truly reflects your essence.

So next time you’re curious about exploring those exclusive bottles adorning specialty shops’ shelves, remember—the adventure begins with sampling and testing.

Personal preferences and style

I’ve discovered that the key to finding your perfect niche fragrance depends heavily on understanding your own personal scent and style. Think about it—every individual has a unique set of preferences shaped by their experiences, emotions, and dreams.

For me, selecting a fragrance is like choosing an outfit; it speaks volumes about who you are without uttering a single word. I lean towards scents that tell stories of diversity and individuality, much like the women celebrated in my favorite niche lines.

Choosing a unique fragrance goes beyond just picking something that smells good. It’s about connecting with a scent emotionally and letting it evoke special memories or feelings.

Have you ever caught a whiff of something so familiar yet couldn’t place where or whom it reminded you of? That’s the power of perfume! For instance, I select dreamy fragrances based on how they make me feel at the moment—whether I’m more into evoking bold confidence or whisper-light elegance.

I also pay attention to versatility and occasion before deciding on my go-to scent for any period. Will this perfume complement my lifestyle? Does it match both daywear chic as well as evening sophistication? These questions guide me through my journey in exploring diverse aromas until I find one – or several – that truly represent different facets of my personality.

Plus, supporting small and independent businesses along the way feels incredibly rewarding, knowing each purchase helps sustain passionate artisans in their craft.

Versatility and occasion

Choosing the right fragrance is like picking the perfect accessory. It needs to match not just your mood, but also the occasion. Ever wondered why certain scents feel out of place at a dinner party but absolutely perfect for a day at the office? That’s because each scent tells its own story; some whisper gently for close encounters, others shout boldly in open spaces.

I think about versatility and how one fragrance can take me through different chapters of my day—morning coffee, afternoon meetings, and late-night events. A versatile scent adapts to these occasions without losing its essence.

It’s like having a secret weapon in my beauty arsenal that boosts confidence with every spritz.

For me, finding that go-to perfume means paying attention to how a fragrance unfolds over hours—its top notes drawing you in, heart notes revealing its true character, and base notes lingering long after I leave a room.

This journey isn’t just about smelling good; it’s an intimate exploration of identity and expression across various settings. So yes, choosing wisely matters because your scent leaves a lasting impression even before you utter a single word.

Support small and independent businesses

I’ve always had a passion for discovering hidden gems in the fashion and fragrance worlds. On my journey, I stumbled upon Maison IRFE, a boutique fragrance brand with an incredible story of revival by Olga Sorokina.

This experience opened my eyes to the importance of supporting small and independent businesses. Each purchase from these brands isn’t just a transaction; it’s a personal endorsement of their artistry, dedication, and innovation.

Choosing to explore artisanal perfumes over mainstream scents has been enlightening. Shopping at independent scent creators like Maison IRFE means getting access to unique scents that aren’t found on every department store shelf.

It’s about embracing exclusivity and personal expression through fragrances handcrafted with love and care. These smallbatch fragrances have shown me the richness of niche perfume markets while allowing me to contribute positively by supporting smaller scale producers who pour their hearts into exclusive perfume collections.

Conclusion

Diving deep into the realm of niche fragrances has been nothing short of an adventure. Every spritz reveals a story, each bottle a testament to artistry and exclusivity. Why blend in when you can stand out? The allure of these scents lies not just in their rarity but in their ability to capture personal essence and transform it into an olfactory masterpiece.

Have you ever wondered which fragrance narrates your story? With endless possibilities awaiting discovery, I’m already daydreaming about my next unique find. Let’s continue this journey, exploring every exquisite drop and savoring the luxury that boutique perfumeries offer—a world where every scent is as individual as we are.

FAQs

1. What makes a fragrance ‘niche’?

A niche fragrance is unique because it’s made in smaller batches, focusing on distinct scents over mass appeal.

2. Can anyone wear niche fragrances, or are they for certain people?

Yes, anyone can wear niche fragrances; they’re all about personal taste and finding a scent that speaks to you.

3. Why do niche fragrances often cost more than regular perfumes?

Niche fragrances usually cost more due to their rare ingredients and the detailed attention given to creating them.

4. How can I find the right niche fragrance for me?

Finding the right one involves trying different samples until you discover a scent that feels like your own signature smell.

5. Are there seasonal trends in niche fragrances like in fashion?

While some enjoy matching their scents with seasons, remember—niche fragrances are all about what you love, regardless of trends.