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With its exceptional beauty and its ardent yet romantic sensuality, Italy fascinates and attracts all those who love the senses and life. Ancient heir to the Greek miracle, animated by the breath of the gods, it spread throughout the vast Roman empire a civilizing sense of refinement and aesthetic purity that continue to feed the dreams of the contemporary world . So many civilizations fecundated this holy ground. It owes the olive tree, the cypress and the grapevine to the Etruscans, the majesty of its architectural perfection to the Ancient Greeks, and its stunning urban landscape to the Ancient Romans. |
Today, wanderers smitten with the Peninsula admire the splendor of this veritable Garden of Eden stretched out in its libertine boot, escorted by radiant and bewitching islands. Italy excels in the art of taking pleasure in what life has to offer – lightheartedly, and with humor and sensuality. Like Anita Ekberg doing just what she pleases, taking a nocturnal dip into Rome’s celebrated Trevi Fountain, in Federico Fellini’s equally famous film La Dolce Vita(1959). From Cinecittà to Hollywood, the 7th Art, Italian-style, has always entertained an intimate relationship with the worlds of fashion and luxury. |
1 - LUXURY, FASHION AND FAME Giorgio Armani, Prada, Dolce&Gabbana, Valentino, Versace, Roberto Cavalli, Fendi, Gucci, Trussardi, Ermenegildo Zegna, Max Mara, La Perla, Emilio Pucci, Mariella Burani, Canali, Bulgari, Buccellati, Missoni … In Italy, fashion and luxury flourish because they were able to perpetuate their traditional assets (elegance, top-quality materials, craftsmanship and mastery of color) while at the same time developing their creativity. Just as for Parisian luxury houses, accessories occupy an essential place in the larger groups’ sales figures. Perfume, in particular, has an important role to play as an ambassador symbolizing a house’s image. |
 Cuir amethyste, Collection Armani Privé |
 Photo Armani |
THE ARMANI EMPIRE In the pantheon of stunning success stories, the most striking figure is the imperatoreGiorgio Armani. A classical fashion culture, and a major player in the fragrance field, thanks to their steady schedule of new launches. The men’s scents are the most seductive, especially the mythical Armani Eau pour Homme (1984) and Acqua di Giò (1996), followed by Armani Mania (2002) and Black Code (2004). The women’s scents are called Sensi (2002), Armani Mania (2004), and the brand new Armani Code (2006). Of course, we mustn’t forget the duo of Emporio Armani Collections. In 2004, the designer also launched a collection of five fragrances called Armani Privé, inspired by semi-precious stones: jade, moonstone, amber and the black stone from the Isle of Pantelleria located mid-way between Sicily and Africa, where the designer has owned a splendid villa for more than two decades. |
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1. LUXE, FASHION & FAME 2. FRAGRANT EMOTIONS |
3. ITALY’S NATURAL MUSES 4. LA NOSTRA SELEZIONE 5. EN SAVOIR PLUS |