Salvatore Ferragamo is the essence of Italian luxury.
For couture, leather goods and shoes, the house, founded in 1928, has always put forward an unmatched expertise and an extraordinary perfection in the cut as in raw materials which allowed to have the best customers list of Hollywood golden age: Ava Gardner, Greta Garbo, Katherine Hepburn, Marlene Dietrich, Marilyn Monroe, Gary Cooper and Audrey Hepburn of course, for whom it created the famous Vara ballerina with its double gros grain ribbon grain buckles above.
For perfume, that’s another story… From creative err to bad ideas (eg F by Ferragamo perfume inspired by a shoe for the bottle …), the brand has never been conspicuous by its perfumes with the possible exception of Tuscan Soul… However, things seem to take a new direction (note: good!) with a more couture inspiration.
Signorina (« Young woman » in Italian) will be launched in February 2012 and is aimed at young women aged around 25 and under. The concept revolves around the Italian young heiress, combining class, refinement with independence and freedom. A very similar concept of the last Valentino Valentina.
The bottle is directly inspired by the ballerina Vara with his loop in two shades of pink, one pale and one dark. The advertising visual shot by Mikael Jansson showcases the beautiful Bianca Balti. The juice is calibrated for young girls with a combination of pink pepper, jasmine, peony, rose and musk. Note also the panacotta accord written in the press release (perhaps an inglorious invention marketing …).
Let’s wish Signorina a promising start.