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Ferragamo Ventures Into the Wild World of Fragrance

Salvatore Ferragamo will stride into fall with its new cornerstone women’s fragrance.

AREZZO, TUSCANY — Inspired by its artisan shoemaking roots, fashion house Salvatore Ferragamo will stride into fall with its new cornerstone women’s fragrance, called F by Ferragamo.

Ferragamo Parfums executives are positioning the scent, which is to be launched worldwide in September, as the five-year-old fragrance portfolio’s flagship scent.

The perfume pays homage to the shoemaking talents of the house’s founder, Salvatore Ferragamo, through an intricately designed flacon. Its profile reveals the lines of the wedge — a model of shoe Ferragamo designed in 1937. Gilded red and black bands crossed on the bottle’s cap are meant to recall a strappy evening sandal.

F by Ferragamo was unveiled here last week at Ferruccio Ferragamo’s private Tuscan villa Il Borro. Ferruccio Ferragamo, chief executive of the Ferragamo Group, said in an interview that the new scent was a turning point for the group’s fragrance division.

“My father always believed in fragrance and he started out producing fragrance as early as 1956,” said Ferruccio Ferragamo. “He had a scent that he packaged in Baccarat crystal bottles,” he noted, asserting, “I believe F by Ferragamo will solidify success of our fragrance division today.”

For complete coverage, see tomorrow’s WWD.