There is talk of a new wind
. Which is not just blowing across Italy, but throughout the whole world. It is the wind of participation, of responsibility, of change. Crowds which return to being individual people, people who talk to each other on line but who also want to look each other in the eye in order to find a peaceful understanding. The rediscovery of one’s own identity whilst being part of a team. A sense of belonging to a Country, to a city, to a group but at the same time the certainty of being part of the global village. The need for things which are simple, concrete, in a single word, true. You can call it AWARENESS
And this awareness has its own fragrance. Better still, its own fragrances, the latest of which have been launched in these recent months, and it’s not by chance that you like to wear them. Because you recognise yourself in them and you also recognise your partner, your friends, those people who are close to you. Fragrances which are about us, here and now, and what we have become. Travel companions, accomplices, witnesses of our era, which deliberately combine the continuously renewed treasures of nature with the most recent scientific developments. The pyramids no longer hide synthetic molecules: cashmeran, evernyl, ambrox, hivernal, authors of the regeneration of woody notes, white musk…at the same time enhancing the origins of their natural substances, fruit form rare cultivations or the result of fair-trade programmes, which underline the acute attention paid to quality, whilst safeguarding the planet.
Now, incapable of identifying ourselves with hysterical mass consumption, disheartened by society and the power of the global economy but also tired of having to be seen to be successful at all costs, we finally want to have fun, to walk barefoot once again, and to enjoy an ironic and slightly risqué luxury without feeling guilty or even return to the absolute minimum...
the latest launches clearly follow these trends, which are those of “New Optimism” which, which smiles whilst embracing the world, of the savage chic movement “Urban Green” and of the feminist role “Sexy Glam”. However they also respond to the conscious return to quality tailoring and to a style dubbed as “Chic Forever” until arriving to the essential nudity and the sensual pleasure of “Pure Edo”.