From September 12 to 14 at the Stazione Leopolda in Florence, the 23th Pitti Fragranze show will kick off. Part of Pitti Immagine’s offerings, the event dedicated to international artistic perfumery celebrates its 23rd edition with a journey through the most exclusive olfactory notes and skincare formulas that combine beauty and science.
‘Composition’ is the key theme
The 23th Pitti Fragranze, as recalled by Agostino Poletto, general director of Pitti Immagine, promotes the search for what generates beauty and pleasure and moments. “And because there is no art without harmony of the whole, we chose the word ‘Composition’ to guide and inspire the image of the September show and its contents.”
Composing is an act invisible to most, but capable of giving meaning and content. Vitruvius codified it in architecture, Henri Cartier Bresson waited a long time before the shot, Renaissance painters identified it with perspective order.
And for those who practice the art of perfumery and skincare, nothing is more essential than certain alchemical relationships that renew the olfactory and tactile experience.
Representing this concept of Composition is the artwork of the 23th Pitti Fragranze image, signed by Alessandro Gori. Laboratorium -|- M M X V I.
The numbers of the 2025 edition
More than 230 brands are participating in this 23rd show, 74.5 percent of them coming from abroad. There are about 70 (68 for precision) companies present between new and reconfirmations, 46 absolute debuts.
The main countries of origin are France, Germany, Spain, Sweden, Turkey, the Netherlands, South Korea, the United Arab Emirates, the United Kingdom, the United States, China-Hong Kong, Romania, Switzerland, Armenia, Austria, Belgium, Greece, India, Norway, Poland, the Czech Republic, and Taiwan.
New features of the 23th Pitti Fragranze include the preview presentation of the 5 fragrances created by the Japanese brand Setchu, founded by Satoshi Kuwata, with Julie Massé and the launch of the area dedicated to skincare, a segment that is finding increasing success. There will also be a presentation of the docufilm by Meo Fusciuni, a Sicilian ‘nose’ who will also preview his new fragrance.
An increasingly international salon
Thanks to collaboration with the Ministry of Foreign Affairs and International Cooperation and the ICE Agency at the 23th Pitti Fragranze – https://fragranze.pittimmagine.com/it – there will be a selection of more than 30 buyers and operators from the international artistic perfumery, beauty and lifestyle sectors. With invitations also extended to top fashion retailers who are paying increasing attention to fragrances.
The countries the incoming program is focusing on are France, China, Japan, South Korea, the United Arab Emirates, the United Kingdom and the United States.
Agostino Poletto also reiterated the internationality of the event, emphasizing its growing interest, evidenced by the countries present and the proposal of the best niche perfumery, skincare and beauty lines.