MILAN — What defines luxury? High quality, limited availability, and a costly price tag are among the features that come to mind to describe the term. Salvatore Ferragamo ticked all the boxes relaunching the first fragrance the company developed in a limited-edition collection of only 400 pieces.
Banking on the evanescent charm of perfumes and its own rich heritage, the fashion house revisited Gilio, the first scent created by the late founder Salvatore Ferragamo in 1960.
The modern take on the fragrance was celebrated here on Tuesday with an intimate cocktail event held at 10 Corso Como and hosted by the company’s chairman Ferruccio Ferragamo, chief executive officer Micaela Le Divelec Lemmi and the perfume business’ ceo Luciano Bertinelli.
“This scent tells and marks the beginnings of our story,” said Bertinelli, retracing the origins of the fragrance. “Back then, it was a novelty to have fashion houses creating a perfume, this company was already ahead of the game.…And now the firm thought it was a good moment to relaunch a piece of its history.”
Originally, the essence was developed by a local master perfumer and a French nose, but any indication on the formulation got lost over the years.
“We did thousands of researches and really dug deep into our archives but unfortunately we couldn’t find any info on the scent. We found sketches of the bottle instead, so we decided to replicate the original flacon and packaging,” explained Bertinelli, who tasked master perfumer Sophie Labbé with the creation of the new Gilio.
The result is a juice that intends to pay homage to Florence as it hinges on an absolute essence of Italian orris, which is the extract of the iris flower and one of the symbols of the city. Notes of jasmine, patchouli, sandalwood and an earthy accord of vetiver complement the main ingredient, delivering an overall feminine, powdery perfume.
Bottle-wise, the company made just a tweak to the original iteration. Back then, Salvatore Ferragamo partnered with French crystal-maker Baccarat to conceive the voluptuous glass bottle with golden details, while for the modern take the label opted to collaborate with Italian luxury glassmaker Venini, pursuing its mission of celebrating Made in Italy in every aspect.
The precious flacon is presented empty in a golden box with blush, velvety cladding on the inside, flanked by a more essential 50-ml. bottle with the scent, a gold funnel and a pink case featuring an illustration of the company’s historic headquarters in Palazzo Spini Feroni in Florence. A catalogue and a leather label carrying the serial number of the fragrance are also in the box, which comes with a fancy price tag at 700 euros.
The Gilio scent will be available starting from the end of October in the same selection of the label’s global stores carrying the Ferragamo’s Creations footwear range, which replicates iconic shoe styles created in the past by the founder. In particular, the Florentine flagship will also boast dedicated windows to the Gilio project.
“I always say that we don’t need to come up with any marketing strategy, as we already have the storytelling by our side,” enthused Bertinelli, who believes that this kind of concept is what consumers are seeking the most right now.
To wit, the executive believes the fragrance will resonate among Italian consumers as well as in the North American and Middle-Eastern markets, where customers “are ready to purchase a product of this level.” Conversely, he didn’t forecast China and Asia in general as a key region for this specific offering due to the peculiar and hyper-feminine smell of the scent.