Acqua di Parma Creates New Ad Campaign

Acqua di Parma taps the nephew of iconic Italian movie director Luchino Visconti to photograph ads for new men's scent.

Acqua di Parma

MILAN — Italian personal care brand Acqua di Parma, owned by LVMH Moët Hennessy Louis Vuitton, has tapped the nephew of iconic Italian movie director Luchino Visconti, fashion photographer Giovanni Gastel, to shoot the print campaign for its new men’s scent Essenza di Colonia.

This story first appeared in the July 28, 2010 issue of WWD.  Subscribe Today.

The simple black-and-white ad is intended to channel Italy’s sartorial tradition with a reinterpretation of the classic Art Deco Colonia bottle in opaque black, set against the image of a tuxedo. National print advertising will break in October fashion, beauty and lifestyle magazines in Italy and the U.K.

The brand, founded here in 1916, is set to roll out the fragrance to about 1,700 doors in 37 countries. The U.S. is slated to carry the scent from mid-August and the rest of the world from September.