Jijide was born in August 2016, during a conversation between friends in Changsha, from a simple yet ambitious question: how could perfume express the richness of Italian and Chinese cultures, their differences and the many connections between them? From that moment on, dialogue became the maison’s creative method.

Each fragrance is shaped through a collective process in which different ideas, sensibilities and experiences meet freely. The Personalità Collection explores eight contemporary states of mind through compositions with a precise and distinctive character. Dialogo reveals the brand’s most experimental spirit: each project involves emerging talents who have never created a fragrance before, guiding them through a year-long process of research and development.

For Jijide, perfume is not merely a precious object, but a language capable of expressing individuality, overcoming distance and creating unexpected encounters. The culture and quality of artistic perfumery are presented in an open and inclusive way, reaching a wider audience without losing authenticity.

This vision also extends to responsible production: every fragrance is VeganOK certified, paper and wooden materials are FSC certified, the packaging is recyclable, and the entire production takes place within a 50 km radius of the Milan metropolitan area.

At Pitti Fragranze, Jijide presents a contemporary, cultured and curious approach to perfumery, built through dialogue and created for those who see fragrance as a living form of expression.