Untitled: What’s in a perfume name?

Now trending: Perfumes with no names. And fragrances you can name yourself.

Maison Martin Margiela released a perfume named (untitled) in 2010. Despite being moniker-less, it made quite the statement. The green eau, crafted by perfumer Daniela Andrier in a Fabian Baron-designed bottle, was wonderfully weird—a winner for green-scent lovers everywhere. But its name? Untitled? At the time, it seemed lacking for such a memorable debut.

Of course, part of the point was the anti-designer, anti-establishment approach to the scent, so typical of the work created by the House of Margiela.

But looks like Margiela was, as is his habit, ahead of the pack as this year, both Guerlain and Byredo have also released scents with no name. In fact, both ask buyers to name the scent themselves.

Guerlain calls its unnamed fragrance Mon Exclusif—at least in its press materials; no doubt the accountants have to call the initiative something so as not to confuse the numbers. If you purchase a bottle of the lavender-and-caramel-noted spritz, you’ll be asked to name the scent and then the brand will add the name to your bottle. (Jane Daly of Daly Beauty named her’s Soft Pure Love and picked the scent as her #TWTRspritz for fall.)

Byredo’s 10th anniversary scent, which debuts this month, is similarly unnamed. The fragrance itself includes notes of amber, violet, pink pepper, spicy and fruity accents, a gin accord, Irish root, moss and woody balsam fir, according to wwd.com. And it’s sold with decal letters, allowing you to personalize the scent in the brand’s font of choice.

So what’s in a name? Margiela’s untitled suits the brand’s DNA—outside the box, refusing to be defined. Guerlain’s also speaks to the prestige that is snynonymous with the iconic French perfumery: How bespoke is it to have the fragrance house apply your very own custom moniker? And Byredo fans will undoubtedly embrace the idea of a perfume even more individual and niche than the brand itself.

Since personalization is key in today’s style market, it makes sense that a fragrance, bespoke in name (if not formula) could be a great win for any brand willing to send its baby out into the world sans name.

Guerlain Mon Exclusif, $190 (50 ml), www.guerlain.com
Byredo Unnamed Fragrance €150 (100 ml), www.byredo.com