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,”...
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