After a four-year delay, Ferragamo is unveiling Fiamma this month, its first women’s fragrance created in collaboration with the Interparfums group. The occasion to communicate around three major changes for the Florentine fashion house founded in 1927: a new fragrance, a new era and a new logo.
In the eyes of Ferragamo, Fiamma (the flame in Italian) is much more than the announcement of a first fragrance with its new licensee Interparfums. It is first and foremost a manifesto on the path to quiet luxury. A concept “which does not mean timid but a serious luxury [executed] in a subtle way” said Jean Madar, president, co-founder and CEO of Interparfums Inc.
The French group owns perfume licenses for luxury brands including Boucheron, Coach, Jimmy Choo, Lanvin, Moncler, Lacoste, Montblanc and Van Cleef & Arpels.
The fragrance “Fiamma”, which was initially due to be released in 2021 – the year the license agreement between Ferragamo and Interparfums was signed – has only been on the market since this month, with a simultaneous release in Italy and the United States before reaching Mexico and Asia.
For the Italian fashion house from Florence, it is a question of making a big splash in the booming segment of collectible perfumes and making people forget its overly ordinary previous fragrances under license. Like Coty, Interparfums has itself used the know-how acquired from the biggest luxury brands to design its own prestige perfume label: Solférino.
A tribute to Italian elegance and passion
Passion and Italy.
This is what transpires in the campaign for the first prestige fragrance Ferragamo shot by photographer Mario Sorrenti. It is also the first fragrance of the Maximilian Davis era, artistic director of the Florentine House since March 2022.
On one side, we see a confident woman wrapped in a flamboyant dress, and on the other, in the distance, the Cathedral of Santa Maria del Fiore, a 13th-century masterpiece with a dome measuring 41.98 meters in diameter. The building shares with the Ponte Vecchio the role of symbol of the city of Florence, the birthplace of the fashion house founded by Salvatore Ferragamo.
For the name of this new chapter, the Florentine House has chosen “Fiamma”, a metaphorical flame, that of passion and creativity in particular. It is also a reference to the late Fiamma Ferragamo, the eldest of founder Salvatore’s six children.
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Read also > Interparfums acquires Maison Goutal, confirming its ambitions in Haute Parfumerie
Featured photo: © Ferragamo
