Purple is the colour of the season in Valensole, in the Provence region of south-east France. The iconic lavender fields there are now in full bloom, transforming the landscape into a feast for the senses.
The plants will be harvested by the end of next month, when they will be turned into a wide variety of products.
The fragrant essential oil that is extracted from the flowers is believed to have antiseptic properties, and is used in soaps, cosmetics, balms, perfumes and even as mosquito repellent.
The fields of lavender are not the only attraction in these parts.
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Visitors are also welcome to the many lavender distilleries there, can attend lavender festivals, and even pop into the Musee de la Lavande - a museum dedicated to the plant and its uses.
Some tourist blogs also recommend foods derived from the flower such as lavender honey and lavender sorbets.