Salvatore Ferragamo will launch Attimo (moment) , a new floral fragrance for women that captures ‘the essence of Italian style’, in September. Attimo is fronted by model Dree Hemingway.
The fragrance encompasses a floral bouquet lied on a warm, elegant, woody base.
Composition of this fragrance will not be similar to candy-like, flirtatious editions, but accent will be on elegance and fine, floral notes. Top notes of Attimo offer fruity aromas of nashi pear, kumquat and delicate lotus flower. A heart incorporates a floral blend of gardenia, peony and frangipani, while a base features a trail of musk, cedar and patchouli.
"Attimo is extremely important for us, because it's a jump into a younger generation," Ferragamo CEO Michele Norsa told the Huffington Post at the party. "Dree [Hemingway] is the perfect testimonial for the brand, because she's such a nice, fresh personality. She is a fantastic girl, she's special, and we are really so proud that we have her."
Norsa, who acknowledged that "launching a fragrance last year would have been difficult," described the fragrance as "classical" and said that "it lasts a little longer and is a little more intense, so it could also be appealing for an older generation."
"Everybody told us that we needed to have an Italian name even if people don't understand what it means," Norsa said. "Italian is a language that inspires, but it's also the idea of a moment of happiness."
Giovanna Ferragamo, the daughter of Salvatore Ferragamo and the company's Vice President, said that for her Attimo represents the moment when she is finally ready to leave the house. ''It's something that really gives the final touch once youre dressed, youre almost ready, you want to leave the house," she said. "Just before, that attimo...that's the attimo when you are ready, the final touch."
Dree Hemingway at launch party of Attimo