AREZZO, Italy — 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 key 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 officer 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, adding, “I believe F by Ferragamo will solidify the success of our fragrance division today.”
Luciano Bertinelli, director of the house’s Ferragamo Parfums division, said the fragrance was a crucial component of the young division’s portfolio. “F by Ferragamo is the synthesis of our roots and of our DNA; it reflects the value of the house through the bottle design and through the fragrance, which is spectacular.”
A year and a half in the making, F by Ferragamo was created by Parisian nose Francis Kurkdjian of fragrance house Takasago. “I wanted to create something elegant and really different,” Kurkdjian said of the floral-based scent. He utilized three flowers — jasmine for a fruity top note, rose for a spicy middle note and orange flower for a leathery bottom note.
The bottle was designed by Sylvie de France, who accentuated the shoe motif by putting an arch in the bottle’s base to give the impression of a foot. The clear glass bottle, which contains a faintly rose-tinted juice, has an angled cutout cap and metallic red and black straps.
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