Rachael Griffiths
BOF beauty correspondent focused on fragrance as a fashion accessory, who reports on trends like fragrance wardrobes, layering and packaging as part of digital merchandising.
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Mar 18, 2026 • 24min
Why Fragrance Is Fashion’s Newest Digital Frontier
Rachael Griffiths, BOF beauty correspondent who spotlights fragrance as a fashion accessory. Daniela Morosini, BOF beauty correspondent covering digital trends and AI in scent discovery. They discuss fragrance moving online, short-form video and AI translating scent into feeling. They explore the rise of fragrance wardrobes and layering, and how packaging and formats are being merchandised digitally.
