Pitti Fragranze 2021
- Unconventional Luxury Magazine
- Jan 18, 2022
- 2 min read
Updated: Jan 20, 2022
Fragrance | Florence
Smell is one of the most developed senses and it is estimated that a smell can be remembered for years, this binds us to a person, a place or a moment. Perfume is that mystical something that intrinsically belongs to each of us from birth, and today we will talk about the Italian event dedicated to this art.
Pitti Fragranze is now a fixed stop for those who belong to this world, now in its 19th edition it represents this year more than the others a moment of rebirth, so smell, sight and touch are stimulated in perfect union thanks also to the historical location "The Leopolda Station of Florence ".
Let's stay on the subject of Rebirth and also add "evolution" and "eco-sustainability" this year's Pitti has allowed us to experience a journey that goes beyond the sense of smell, we perceive the desire to communicate values and tell stories, but also to to be touched by hand using packaging often similar to works of art.
To each his own, and what was previously a container now takes on unique shapes and textures, often linked to the countries of origin, we think of packaging made of lava stone, caps made of marble as if they were sculptures, crystals, but also woods and cartons that come back to life after recycling.
The whole aesthetic aspect takes on even more value when it comes to social issues at the same time.
Pure Sense, for example, is a very inclusive young Russian startup, which gives the opportunity to those suffering from blindness to practically participate in the creation of the 3 fragrances currently on the market, while the packaging uses a Morse language.
Another hard topic that is being addressed is the violence and hypersexualization of African women, and that Olfacto Luxury Fragrance communicates with its essences and packaging.
What comes most to the eye is represented by the many brands that, despite the pandemic, have reinvented themselves or even been born, a symbol that from the ashes are reborn even stronger.
We therefore hope that this is only the beginning of a real and conquered recovery that has the smell and taste of desire, determination and strength.
