In 1970, William Blass founded that American design house Bill Blass. The brand made a name for itself in women's fashion through exquisitely cut daywear that played down the seriousness of everyday traditional garments. Textures and patterns also played a role in creating clothing that looked like it would mould to a woman's body.
Bill Blass perfume was released in the same year the label was created. In 2008, the brand released a series of Couture perfumes for women, each highlighting a different scent and a different type of woman.