MILAN — The wild man of Italian fashion, Roberto Cavalli, is officially marking his four decades in business by releasing a new women’s fragrance, appropriately dubbed Anniversary.

This story first appeared in the July 9, 2010 issue of WWD. Subscribe Today.

It is slated to launch in October.

“During these first 40 years, I followed the dream of beauty. I created perfumes that applaud female sensuality and give women the possibility to wear a dream,” said Cavalli.

Anniversary is a fruity floral eau de parfum in three sizes — 30-ml., 50-ml. and 100-ml. The iridescent scent’s bottles bear Cavalli’s iconic serpent complimented by a silver metal Art Deco-inspired cap. The gold packaging is emblazoned with the number 40 in silver.

Cavalli’s licensee, Italian beauty firm ICR-ITF, is also set to celebrate the anniversary of another storied firm, Italian luxury goods house Trussardi.

It has signed a multiyear fragrance licensing deal with the company to produce and distribute Trussardi fragrances globally, beginning in January, which also marks the company’s centennial.

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Perfume Holding SAS — formerly Selective Beauty — previously held the Trussardi license, inked in 2005 after Procter & Gamble announced the end of its licensing agreement with Trussardi, which it inherited through the acquisition of Wella’s Cosmopolitan Cosmetics fine fragrance division.

“I’m particularly proud of this deal, as it was the first important success for my company,” said Roberto Martone, president of ICR-ITF. Martone originally inked a scent deal with Trussardi in 1981.

Beatrice Trussardi, president and chief executive officer of the Trussardi Group, also expressed pride in the agreement, “through which we will propose quality products that will express the values of the group.”

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