Fernando Fitz-James Stuart, co-founder of FITZ-JAMES STUART

Fernando Fitz-James Stuart is co-founder of FITZ-JAMES STUART, a high perfumery house conceived as a contemporary reinterpretation of his family’s legacy.

His central challenge has always been how to carry forward the historical and cultural legacy of the House of Alba without reducing it to a purely heritage-led interpretation, but instead finding new ways to make it relevant, emotional, and alive.

It was through that process that perfume emerged as an unexpected yet extraordinarily powerful language. Intimate and universal by nature, it transforms history into experience and brings heritage closer through sensory connection.

His vision for the project is rooted in a clear conviction: while much of the fragrance industry builds narratives around perfume, FITZ-JAMES STUART begins with real stories.

The house’s first chapter, The Unseen, draws its inspiration from Liria Palace, a place that remains a living part of the family world and inspires a collection built around authentic spaces, figures, works of art, and memories.

Together with Sofía Palazuelo and in creative collaboration with master perfumer Alberto Morillas, Fernando helped bring to life a high perfumery house that understands fragrance as a vehicle for cultural transmission.

For Fernando Fitz-James Stuart, true legacy does not lie in preserving the past in static form, but in finding new ways to make it live on.