MILAN — “We wanted a fragrance that might feel like a cashmere sweater,” said Brunello Cucinelli on Tuesday, when his namesake fashion brand made its first foray into the sweetness arena.

The Italian brand partnered with fragrance manufacturer EuroItalia on the project, in what Cucinelli defined as a “contemporary licensing agreement,” to underscore that he sees the category as an integrated a part of his own company and in an alignment of values and work ethic with the sweetness firm. The deal between the 2 parties was inked in 2020 but was kept under wraps until Tuesday.

Joined by EuroItalia’s chairman Giovanni Sgariboldi, Cucinelli retraced the start of the partnership at Milan’s “Museo Nazionale della Scienza e della Tecnologia Leonardo da Vinci,” the most important science and technology museum in Italy, where the Brunello Cucinelli pour Femme and Brunello Cucinelli pour Homme fragrances were unveiled.

“We decided to do something together in 2019. Then the pandemic hit, but we continued to work: I’d have around 500 flacons of all sorts [of essences] at home,” Cucinelli said with a smile.

He explained that the concept behind the expansion of his brand’s scope to beauty was to duplicate the experience he had in eyewear with EssilorLuxottica, along with a private anecdote that first sparked his decision.

“Several years ago, on the passing of a pricey friend of mine, an attractive soul who produced fragrant essences, I dreamt that someday I’d dedicate a recent product to him, in his loving memory. Today I’m fulfilling that dream,” said the brand’s executive chairman and artistic director.

“It’s precisely durability, a terrific value to me, that has inspired my alternative, given how long fragrances, from the traditional East to the fashionable West, have fascinated men and women and accompanied their lives. I wish to think that a [spritz] of perfume is sort of a caress, which, together with trust, gives the human being a colourful view of the world,” he said.

Inspired by the corporate’s roots and the land of Umbria, the fragrances were created by Firmenich master perfumers Daphné Bugey and Olivier Cresp.

“I used to be extremely excited because I’m a real admirer of the style house and desired to be a part of this adventure,” said Bugey, who developed the essence for the ladies’s scent.

“So easy methods to translate elegance, quality, beauty and ease right into a fragrance?” she continued, citing quality ingredients, from amber and musk defining the bottom of the juice to fresh top notes of spices and citrus fruits like bergamot and mandarin. Other notes include orange blossom, pink pepper and woody accents similar to vetiver from Haiti and Virginia cedarwood, extracted and distilled through sustainable processes.

“This can be a woody fragrance, which is sort of unusual for a lady, but for me woods are really essentially the most elegant of all ingredients. But I wanted it to be very soft because I used to be inspired by the cashmere garments,” Bugey said. “And since the Brunello Cucinelli garments are never showy but you may at all times recognize them through the standard and craftsmanship behind, I wanted to seek out an identical signature within the fragrance,” she added referencing the addition of chestnut, the important thing note of the scent.

“I desired to create a recent and timeless fragrance since it’s the primary one for men for the brand,” echoed Cresp. Inspired by the rows of cypresses seen on the brand’s headquarters in Solomeo, Italy, the nose decided to make the tree his place to begin for the boys’s perfume.

Within the juice, the essence of cypress is balanced by spicy juniper in addition to bergamot, lemon, ginger and black pepper, amongst others.

Coming in an classic glass bottle with aluminum details and boasting a smooth surface for ladies and a chiseled one harking back to old-school colonias for men, each fragrances are priced at 180 euros.

Launched on Tuesday exclusively on the Brunello Cucinelli store in Milan’s Golden Triangle, the scents will hit the shelves of the brand’s boutiques in Europe and within the Middle East, in addition to at chosen perfumeries and retailers, ranging from May. The debut within the U.S. is planned for early October, while the one in Asia is slated for the start of 2024.

A dedicated promoting campaign was unveiled along the fragrances. Photographed and directed by Hunter & Gatti, models Arizona Muse and James Turlington have been tapped because the face of the ladies’s and men’s scents, respectively. They were joined by talents including Boniface Vernay, Gabriela Richardson, Antwaun Sargent, Closet Yi, Anna Lotterud, Shaun De Wet, in a video business shot between Solomeo and Val d’Orcia, in Tuscany.

Within the clip, the abilities are portrayed within the natural landscape on a sunny day, while a voiceover celebrates dreamers. “You’ve got at all times existed, and are reborn each day. You see the dawn before everyone else does. Original, idealist, visionary. You smell within the air the scent of a recent world. Your time has come. The longer term belongs to those that can dream,” said the voiceover.

“We wanted an promoting campaign that might represent our colours, the territory we’re bonded to and our idea of community,” said the style brand’s co-president and co-creative director Carolina Cucinelli, Brunello’s daughter. “Fragrance is linked to memory, that’s why we [compared] it to dreams… and we decided to dedicate the campaign to dreamers, celebrating them as contemporary heroes,” she added.

Each Brunello Cucinelli and EuroItalia were established in 1978. Listed on the Italian Bourse since 2012, the previous company in 2022 generated 919.7 million euros in sales, up 29.1 percent in comparison with 2021.

EuroItalia is estimated to have reached around 690 million euros in sales in 2022, up 28 percent in comparison with the previous yr. The firm manufactures and distributes fragrances and cosmetics also for Versace, Moschino, Dsquared2, Missoni and Michael Kors, along with Atkinsons 1799, I Coloniali, Reporter and Naj Oleari Beauty.

As reported, last yr EuroItalia ranked first amongst Italian beauty corporations with essentially the most potential to publicly list, based on Milan-based consultancy Pambianco Strategie di Impresa. In 2020, the firm was in the highest spot in Pambianco’s yearly rating.

“That is a terrific family-run company that I hope someday will list on the Bourse. Why don’t you?” said Cucinelli Sgariboldi. The latter responded by shaking is head backward and forward repeatedly with a shy smile.