“The return of Fragranze was a rendezvous eagerly awaited by the international community of high-end artistic perfumery and beauty”, says Raffaello Napoleone, CEO of Pitti Immagine. “In these days, it was something we all perceived: by speaking with our exhibitors and buyers who arrived at the Leopolda from Italy and from numerous foreign countries, the feedback that emerged was very positive, and I would even go so far as to say enthusiastic. Among the stands, a great number of innovations were presented by established brands but also by many new brands and those at their debut, thanks to meticulous scouting efforts, with the section of Spring representing the high point. Those who came to Florence did so with a great desire for substance, and in order to place orders and cement new business deals. Likewise, great appreciation was shown for the special events of Pitti and the presentations organized by the brands on the calendar – the retrospective on Ralf Schwieger curated by Chandler Burr, the presentation of Mane dedicated to Enfleurage, the Gurìn Talk on freedom in Error, the encounter with the extraordinary participation of Maestro Roberto Capucci, to name just a few – which make Fragranze a unique observatory onto new sector trends and contemporary olfactory culture”.
Discovering the novelties of a selection of about 140 maisons and brands - over 70% of which were from abroad – were around 1,100 members of the trade, from 40 countries worldwide.
The number of foreign buyers arrived at a total of 300 visitors: France once again topped the ranking of Pitti Fragranze’s key markets followed by Spain, Switzerland, Russia, Lithuania, Germany, Netherlands, Ukraine, United States, Romania, Poland, United Kingdom, Turkey, Austria, Saudi Arabia, and Portugal.
The fair was covered by over 120 journalists and media operators who participated to discover the latest proposals of this edition.