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A BLOOM-ING AFFAIR: “I’ve come as a plus-one tonight. I’m here to support the missus,” said newlywed Orlando Bloom, referring to his wife Miranda Kerr, as the couple arrived the opening of “The Scent Of the Future” exhibition Saturday night in Milan, hosted by Procter & Gamble Prestige and Italian Vogue.


This story first appeared in the September 21, 2010 issue of WWD. Subscribe Today.

Kerr is the cover girl for Vogue Italia’s 3D September issue and most of the photos on display. “They’ve left my birthmark in,” exclaimed a pregnant Kerr in head-to-toe Prada as she checked out a Steven Meisel shot. “My sense of smell is definitely more sensitive since I’ve become pregnant,” the model confessed, after viewing Tim Walker’s floral photographs accompanied by bursts of scent.


The exhibition marks a milestone of sorts for P&G Prestige, which recently announced plans to grow beyond its existing fragrance portfolio. “We’re on a journey to becoming a prestige beauty brand, and have plans to expand into beauty and new categories,” said president Patrice Louvet, who welcomed guests including Gucci’s Frida Giannini and Patrizio di Marco, Ferruccio Ferragamo, Tod’s Diego Della Valle, Milan mayor Letizia Moratti, Anna Wintour, Lapo Elkann, Pat McGrath, Neil Barrett, Lavinia Biagiotti, Luisa Beccaria, and Karolina Kurkova. “We think the growth potential of our existing brands is huge, and we plan to expand these,” said Louvet, referring to labels in P&G Prestige’s fragrance category, which include Dolce & Gabbana and Gucci.

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