Everything is ready for the sixth edition of Pitti Immagine Fragranze, the international fair dedicated to the best perfumes and fragrances in the world. From September 12th through the 14th, the Giardino Corsini in via della Scala, one of the prettiest corners in the city, will become an open air perfume show with an event that is unique in Europe. It is an occasion to get to know the most exclusive fragrances, perfumes created long ago, research on cosmetic specialties, and products for bodily care and well-being. Over 110 brands will be present at this edition that also has programmed events with projects, exhibitions and presentations organized by Pitti Immagine and the exhibiting companies. Among the various initiatives planned for this edition, one to be particularly noted is an event dedicated to the perfume offlowers created in collaboration with the famous „nose“, Maurizio Cerizza, who will talk about the passage from the essence of the flower to the creation of the fragrance. This edition of Fragranze also has a day planned when it will be open to the public: Saturday, September 13. This way all of those who are interested in perfumes will in fact have the possibility to get a closer view of this world, be informed on  its exclusive products and participate in the programmed events, therefore being able to deepen the theme of modern olfactory culture. It is not by chance that this important event takes place in Florence. Closely tied to history of this city which many define as the „Cradle of the Renaissance“, is the birth of essences and high quality cosmetics. It was, in fact, during the Renaissance that, due to the interests of the nobility such as Caterina Sforza, Isabella and Alfonso d‘Este, Lucrezia Borgia and Cosimo de‘ Medici, that perfumes began to be very appreciated. This interest was also facilitated by the arrival of previously unknown prime materials that were brought back by explorers returning from their long voyages. Italy was at the avant-garde of the art of perfumes: Florence and Venice were known throughout Europe for their laboratories and essences created and recreated almost as if by magic. This passion was cultivated especially by Catherine de Medici who, in 1533, would push to Paris, accompanied by her personal perfume creator, in order to know and import the best of theera’s perfumes to the Tuscan city. This show offered today by Pitti Immagine Fragranze is set in a truly breathtaking scene.

Author: Giulia Pruneti

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