Pitti Fragranze increasingly international

More than 230 brands, 74.5% of which are from abroad, will take part in the next edition of Pitti Fragranze - from 12 to 14 September at the Stazione Leopolda in Florence - the exhibition dedicated to artistic perfumery that continues to grow, driven by the interest in exclusive, hand-crafted and customised fragrances with an estimated turnover of 400 million euro in Italy. The 23rd edition of the event will be dedicated to the theme of "composition", a fundamental concept for those who practice the art of perfumery and skincare based on alchemic relationships that continuously renew the olfactory and tactile experience.

"Anticipating trends by offering a focused look at the latest maisons de parfum and the most iconic and innovative brands, and at the same time scouting out the newest brands has always been Fragranze's objective," says Agostino Poletto, Pitti Immagine's General Manager. At each edition, this commitment is consolidated through new collaborations and new focuses, and a schedule of talks, meetings and presentations that will accompany the work of the best buyers in the fragrance and beauty sector".

The Ministry of Foreign Affairs and International Cooperation and Ice - the Agency for the promotion abroad and internationalisation of Italian enterprises - are promoting Florence's role in the internationalisation strategy through support for the Pitti Immagine 2025 fashion and lifestyle fairs. "Fragranze," adds Poletto, "is also at the centre of this important collaboration thanks to which we can invest precious resources in bringing to Florence a selection of buyers and operators from the international artistic perfumery, beauty and lifestyle sectors, as well as top fashion retailers. The focus countries on which the incoming programme is concentrating are: France, China, Japan, South Korea, the United Arab Emirates, the United Kingdom and the United States.