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Fashion and fragrance come together at Pitti fragranze. The trade show is confirming its appointment with Fragrance & fashion, the programme launched in 2025 to support designers as they embark on their first creative encounter with perfume. On September 11, Niccolò Pasqualetti, founder of the eponymous brand, will unveil his olfactory creations at the Stazione Leopolda. But the project, which has already made its way into Pitti uomo through the Hi beauty format, is also engaging with industry veteran Daniela Andrier. With strong ties to fashion through collaborations with brands including Prada, Giorgio Armani or Bottega Veneta, the maître parfumeur will unveil her own maison, comprising six fragrances, for the first time on Friday. «Fashion and fragrance are two worlds that enrich one another in an osmotic way, and we want to give them new perspectives for expression, in terms of market and creativity», Francesca Tacconi, Pitti immagine's director of special events, told MFF.
Why to support new generations of designers making their debut in fragrance?
Pitti immagine has always supported emerging talents, offering them opportunities for visibility and experimentation. Extending this approach to Fragranze was a natural step in line with our vision. For many of them, their first olfactory project is not a licensing operation, but rather a moment of research.
