Tom Ford SA, stylized as TOM FORD, is an American luxury fashion house founded by fashion designer Tom Ford in 2005. It is known for its luxury suites and products. The first fragrance to be released by the Tom Ford brand was "Black Orchid" in 2006 which was originally marketed to women. The fragrance is an oriental floral featuring notes of chocolate, vanilla, ylang-ylang, and truffle. In 2007, the Private Blend collection of fragrances were introduced by Tom Ford Beauty that featured more experimental and niche-quality fragrances at a higher price point. Tom Ford himself said that Private Blend is his "own personal scent laboratory". At the runway show for the Spring/Summer 2018 collection that was held in September 2017 as part of New York Fashion Week, Tom Ford garnered media attention for unveiling a new fragrance in the Private Blend line titled "Fucking Fabulous". Tom Ford faced reluctance from Estée Lauder in naming the fragrance with Ford himself saying that "First of all, they didn’t even want to launch it" and that he had to insist on the name because "I knew it would be a hit with that name".