Salvatore Ferragamo is banking on its new women’s fragrance, Signorina, to live up to its youthful name and lure a new generation of young consumers to the stately brand.
So far, the results have been encouraging, according to Luciano Bertinelli, chief executive officer of the Ferragamo Parfums division of the Florence-based Italian fashion house. The fragrance has been launching in stages around the world since December, and this week Signorina made its New York debut with a party at Julian Schnabel’s Palazzo Chupi in the West Village. During the party, which was enlivened by a performance by singer Coco Sumner and her band, I Blame Coco, Ferragamo executives portrayed Signorina is the right vehicle to raise the fashion house’s global fragrance profile.
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