In mid to late July, a sea of purple fills the fields of Provence, a fairytale province in southeastern France. Rows and rows of lavender (nicknamed “blue gold”) bloom across the sun-soaked farmland in hues of violet and lilac, creating postcard-worthy vistas at every turn.

Lavender became one of France’s commercial crops when the perfume industry blossomed in the 19th century, and today, more than 60,000 acres are cultivated to create cosmetic and household products.

A visit is like stepping inside a perfume commercial, but to survive the threat of climate change, the lavender fields’ Insta-worthy look will need to evolve. To combat hot, dry weather, the future could see cover crops planted in between the lavender to protect the beloved flowers.