Behind Documents’ path to luxury fragrance leadership in China

Documents China Season 6 Tree campaign 2024
How a designer’s morning ritual blossomed into China’s most successful fragrance brand. (Source: supplied)
Most mornings, Meng Zhaoran rises early and heads to a park near his Shanghai home. “My way to relax and get inspiration is to get up at 5 in the morning and walk in the park. I love to enjoy the trees, to picture the trees, to watch the trees – they give me energy and comfort,” he said. They also inspired the latest season – the sixth, dubbed Tree – launched by the rapidly growing Chinese fine-fragrance brand Documents, which Zhaoran founded. In just three years, Documents has caught

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