Entrance to the FRAGRANZE fair at the Stazione Leopolda
Women’s perfume by Beatrice Brandini
Back at Leopolda for Pitti Fragranze, with many new arrivals, but above all, brands that stand out for one thing: quality!
Fragranze is a very interesting event because the protagonists are all niche brands, a selection of very high-end exhibitors, and I believe this is the only way to stand out and probably overcome a consumer crisis that affects both the high (luxury) and the low. Consumers want something exclusive, and the desire to buy less but better is increasingly gaining ground.
Danhera Italy: A meeting between founder Daniela C. and the Goddess HERA, ruler of Olympus. Danhera brings the myth to the contemporary world and brings it to life in its rare and inimitable collections. Refined ingredients and a passion for life are the foundation of the brand.
Fragonard: A company founded in 1926 in Grasse, today the granddaughters continue this beautiful family story. Perfumes, decorations, fashion, all characterized by the joy of living.
Setchu: Special Guest at Fragarnaze: Setchu Perfume: five fragrances by Japanese designer Satoshi Kuwata, winner of the LVHM Prize for Young Fashion Designer, and Guest Designer at the January 2025 edition of Pitti Uomo, together with Julie Massé, one of the most talented noses in international perfumery. A meeting between Japanese and Western culture, just as the name SETCHU suggests and alludes to.
L’Art Vèvien: fine perfumery and limited-edition collectibles, a brand that seeks international artists to create a special work.
Rito: A one-of-a-kind olfactory journey, precious faceted bottles protect special fragrances.
Atelier Vesper: A brand from the Netherlands, a collection of seven fragrances, all characterized by intense sensuality.
SV 1945: Saponificio Varesino is a brand that makes Italianness a fundamental value in creating special soaps and perfumes, the result of exquisite craftsmanship.
Organ Tale Parfums: A Korean perfume brand found in the world’s finest perfumeries despite only being launched in 2024.
Carl Kling Parfums: Collaborations with master perfumers with simple yet highly refined bottles.
Campomarzio70: A history of perfumes passed down through four generations. Established in the 1920s, today it boasts concept stores in Italy’s largest cities, as well as corners like those inside La Rinascente.
Voskanian parfums: A brand founded by Tsovak Voskanian in 2018. Inspired by ancient perfumery traditions, “Voskanian” perfumes are flavored with unique and original Armenian fragrances.
KV by Kateryna Vel’menko: KV by Kateryna Vel’menko is a collection of niche perfumes, created by Kateryna Vel’menko and talented perfumers who push the boundaries of creativity and innovation.
Lorenzo Villoresi Florence: A brand founded by Lorenzo Villoresi in 1990, which has stood out for its quality and creativity from the beginning. Special ingredients and the pursuit of perfection, as always, make the difference.
Panpuri Parfumerie Particuliere: Fragrances that reinvent olfactory codes. Behind this perfume house is Guillaume; each fragrance he creates is a mark, a reminiscence of his travels around the world. The marvelous visual and graphic touch is entrusted to Pietro Sedda.
Plume Impression: French perfume house, feathers as a symbolic object, sophisticated and delicate, just like their Perfumes.
The Personas: Another interesting metaphor, that of the mask, gives perfume a magical and discreet role. The “labels” on the bottles are beautiful; you’ll want to collect them all.
Mutis: A brand created by Colombian designer Hanssen Diaz, inspired by the Royal Botanical Expedition, an important scientific mission organized by the Spanish crown in the 18th century, led by botanist José Celestino Mutis. Mutis’ perfumes tell this story.
I saw many foreign attendees, both as exhibitors and as visitors—buyers—all looking for something unique to present to their customers. Speaking with some people, I sensed their enthusiasm for Fragranze, a different and exclusive fair held in a unique location.
I think Italian fairs, regardless of the product sector, should consider this new format: a fair with diverse offerings, not necessarily luxury, but innovative and artisanal. This way, visiting a fair becomes an immersive and exciting experience, as well as educational, thanks to the talks and conferences on the topic.
Budgets and travel time for fair visits have shrunk significantly, so if I leave my region or country, I need to bring home a result—commercial, first and foremost, but also cognitive and educational. Inviting industry figures, like the world’s most famous noses here, or internationally renowned skincare journalists, I believe is the best gift you can give a visitor. For me this seems to be the winning formula.
Good life to everyone!
Beatrice