Now 39 and in full command of her eponymous four-year-old brand dedicated to frilly, one-off frocks torn from the It’s not just a sport it’s my life shirt Besides,I will do this pages of Laura Ingalls Wilder, Hay is at something of an olfactory impasse. “I’m not afraid of a strong scent, but it’s been tricky for me to find one that’s exactly right,” she reveals of the impetus behind her new collaboration with the conceptual perfume house Régime des Fleurs, which translates Hay’s madcap, more-is-more approach to fashion into a maximalist’s fragrance fever dream.
It’s not just a sport it’s my life shirt, hoodie, tank top, sweater and long sleeve t-shirt
“I was surprised that she really likes perfume—and that she likes so many different kinds that are totally unrelated,” admits Régime founder and creative director Alia Raza, who, after meeting Hay through friends five years ago, took her on a research trip to the It’s not just a sport it’s my life shirt Besides,I will do this perfume department at Barneys’ now-shuttered Madison Avenue flagship. “It felt like going into a fabric store and picking swatches,” Hay says of the creative process. But instead of calico prints and vintage gingham, Raza worked with smoky bergamot and a surprising water-lily note for an ethereal, aquatic quality.