Hira Ahmad is a passionate amateur photographer, sometime world traveler, and lover of perfume. Through Hirascents on Instagram, she has created a “collision” of all three in a unique and beautiful way that allows her to to share her multi-sensory experiences with others.
“Life is a beautiful yet fleeting journey,” Hira says.
In this interview, Hira shares her thoughts on the transportive power of perfume and the wonder of exploring the world — as much as she can, as often as she can — through the lens of a camera.
How did you first discover your love of perfume? Was there a particular fragrance that “flipped the switch” for you?
Growing up, my dad was a fragrance enthusiast. The term “fraghead” wasn’t around back then, but it would definitely have applied to him. My dad always had at least four or five bottles of cologne he rotated through day-to-day. I was a total daddy’s girl who wanted to do everything he did, and that included wearing his cologne. Imagine me at ten years old wearing his manly Ralph Lauren Polo Sport or Halston fragrances to school, confident I was the coolest kid around.
Reader, she was the coolest kid around.
The fragrance that truly ignited my passion and got me interested in exploring perfume for myself was Tommy Girl by Tommy Hilfiger. Ah, the 90s…middle school. Tommy Girl was iconic back then, and I still love it. I discovered recently that Tommy Girl was created by Quentin Bisch who, to this day, is still one of my favorite perfumers.
Today, scent is an integral part of my daily routine. I don’t feel fully ready to start my day or wind down at night without a fragrance.
How did you discover your love of photography and travel? Was there a formative experience that shaped those interests?
I’ve always been curious about the world around me, always looking for adventure in real life or in the pages of books. My family traveled occasionally, and all of my best childhood memories come from those trips. I yearned for ways to capture those memories so that I would not forget them.
When I was 12, my dad asked me what I wanted for my birthday, and I immediately knew I needed a camera. He found a good deal on a refurbished Canon point-and-shoot model, and that thing stuck to me like glue from then on. Photography became one of the most important ways that I learned to express myself and document my life. More than 20 years later, I’m still just as in love with photography as I was back then.
A particularly formative experience occurred on a family trip to northern Pakistan at age 13. I captured a stunning image of a lone tree framed by the snow-capped Hindu Kush mountains. Around us, the landscape smelled of damp snowy air, earthy minerals, and pine needles. I submitted that photo to an amateur contest, and a local magazine published it. I was so proud. I thought to myself, “I made that!”
How does your passion for perfume intersect with your love of photography? Can you describe a moment when you realized the two could be combined?
I realized the potential for combining these two passions around 2017, after returning from a trip to Iceland. Every penny I had, I had poured into that trip and a new camera to take photos. I thought to myself, “I can’t go places like that all the time to take these photos.” Not only do I not have the money to do that, I also live with chronic illnesses that can prevent me from going out or even getting out of bed. As I thought about this, I glanced over at a few of my perfume bottles, admiring how light streamed in from the windows and made a halo around them. I decided to try taking a photo to capture how those fragrances made me feel.
Inspired by the beautiful images I’d seen in perfume magazines, I began experimenting. I had just bought Gucci A Song For the Rose from the Alchemist’s Garden series (it’s such a beautiful bottle). I placed it alongside an ikebana floral arrangement and lined up my shot. That was the beginning. I love the challenge and excitement of capturing the essence of a fragrance through photography.
Could you elaborate on your creative process when capturing a fragrance through a lens? How do you translate olfactory sensations into visual imagery?
My creative process begins with thinking deeply about the emotional impact of a fragrance. If a scent evokes a strong feeling, I strive to visually represent that emotion. The notes, name, and even the bottle’s design or packaging can inspire elements to incorporate into the photograph. I prefer natural light, especially the warm glow of early morning or late evening, to create an ethereal atmosphere. By combining these elements, I aim to tell a story about a fragrance and translate its olfactory sensations into a compelling image.
How do you choose what to photograph and where to do it? Do you plan ahead?
My approach to choosing subjects and locations depends on the fragrance. For new acquisitions, I’m often excited to capture them immediately. When planning trips to scenic locations, I consider how the fragrance relates to the environment. For example, I took Serge Lutens Fille en Aiguilles, a pine-scented fragrance, to Yosemite National Park to capture its essence amidst the towering trees.
I’m mindful of carrying minimal equipment, especially when traveling solo or with a small group. Due to my chronic illnesses, I cannot carry heavy loads over long distances. My family and friends are often willing to help (they know how important this hobby is for me), but I don’t want anyone lugging light reflectors or a folding table up a mountain for me. I’ve learned to be creative in finding ways to incorporate fragrances into my surroundings, even using makeshift props or adjusting my plans to capture the perfect shot. While I may not use the extensive gear of professional photographers, my passion and resourcefulness allow me to create unique and evocative images.
Do you wish Instagram had a smell-o-vision feature?
Oh yes, do I ever. I’ve encountered so many posts featuring fragrances that I’m curious about but can’t easily sample. If smell-o-vision existed, it would be a wonderful way to get a first whiff of a fragrance: enough to decide if I wanted to try it on my skin. It could also help me discover scents I might otherwise overlook.
Incorporating smell-o-vision into my fragrance photography would take my hobby to a whole other level. I would be able to share the actual olfactory experience I’m describing and presenting in my photos. This would open up opportunities for people to explore a wide range of scents and share their passions for the fragrant world.
Can you share a memorable perfume-related travel experience?
In 2017, a friend and I traveled to Iceland. It was so freaking cold, and we were craving hot coffee. Next to the coffee shop was a perfume shop, which turned out to be Andrea Maack. At that time, I had never heard of her brand and had no clue. I’d never smelled anything like her perfumes in my whole life—so stark, all inspired by the rocky, icy landscape.
In that shop, I discovered Soft Tension, which is still one of my favorite fragrances. It evokes the muted softness of a quiet morning, but it also has astringent oakmoss in the base. I bought the bottle on the spot—that was probably the most expensive thing I’d ever bought, aside from my camera, at that point in my life. When I smell that fragrance today, it transports me back to Reykjavik. It became my most cherished souvenir of the entire trip.
I’ve heard that Italy and France have interesting local perfume scenes. Have you ever had the opportunity to explore these regions and discover unique fragrances? Can you recommend any specific places or scents?
I’ve had the pleasure of exploring the local perfume scenes in Italy and France. Florence, Italy, is home to many historic apothecaries and fragrance shops, where you can find both renowned brands and artisanal creations. The Grasse region in France is particularly famous for its fragrance industry, offering a wealth of local perfumeries and unique scents. It’s hard to pick just one.
One memorable experience was visiting a small shop in Innsbruck, Austria, called Alpine Beauty. They specialize in fragrances made with local ingredients from the surrounding Alps. I was impressed by the quality of their offerings. If you’re ever in the area, I highly recommend stopping by.
You recently visited Dubai and visited the Henry Jacques boutique. Tell me what you discovered there.
During a recent trip to Dubai, I visited the Henry Jacques boutique and had an experience I’ll never forget. The associates there are so knowledgeable and will sit and have a conversation with you about fragrance. They asked me what I liked, and I had to tell them the truth, which is that I like everything.
I smelled at least 40 fragrances while I was there: rosy florals, chypres, ouds, ambers, all rolled out to me to sample on a little “dessert cart.”
While I was there, I fell in love with Down to Heart, a Dubai boutique exclusive. The sales associate recommended it to me when he saw that I was gravitating toward the iris notes.. I’d never smelled anything quite like it. You know those moments when your heart just sings? I experienced that with Down to Heart. This perfume features a prominent Florentine iris note, complemented by yellow and white florals and a musky base. It opens with a bright green accent and is just beautiful on skin.
How do you pack perfume for travel?
I recommend using bubble wrap mailers for full-sized bottles. To prevent leaks, I secure the caps with electrical tape and place the bottles between my clothes in my suitcase.
Don’t pack decants in your checked luggage: they need to be kept upright or they’ll never make it without leaking. I use plumber’s tape and electrical tape to secure the caps and carry them in my purse.
What are the top 3 destinations on your bucket list? Which fragrances would you pair with them?
- My dream travel destination is Patagonia, a natural environment that I can’t wait to explore. When I go, I plan to photograph fragrances by Fueguia 1833 fragrance house, an Argentinian brand I enjoy.
- Grasse, France, is also high on my list. I’ve been there before and am yearning to go back. Next time I visit, I would like to find an opportunity to learn about perfume making and experience the fragrance fields firsthand.
- The unique fragrance culture of Japan and South Korea intrigues me. The fragrances popular there are so different from what is popular in the U.S. I’d love to photograph Onsen Minerale by Cult of Kaori at an actual onsen hotspring.
All photographs provided courtesy of Hira Ahmed.
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