Pitti Fragranze Firenze.

Pitti Fragranze. Firenze.


Firenze, is increasingly becoming the international capital for artistic perfumery and research.

This year’s fair like everything else in the world is being done virtually. The seminars and virtual connections are at the fore front. But it’s not quite the same as experiencing the olfactive connections in person, as I was lucky enough to do in 2019.

The Fair has been held in the beautiful renaissance city of Florence in September for the past seventeen years. At that time of year, the city isn’t heaving with tourists as it is in July and August, but there is a keen sense of joie de vivre as the cheerful enjoyment of life continues into the autumnal season.

I had planned and looked forward to attending my first Pitti Fair since I booked my ticket many months earlier.

Upon arriving at Pitti Frangranze, I instantly felt the excitement and camaraderie with the crowd, who were ready to rendezvous with the best International artistic perfumery minds in the world. I felt very privileged to be amongst them all.


First thing on my mind was of course to find the brand I distribute here in Australia and New Zealand, Laboratorio Olfattivo. When I arrived I was introduced to Lucca Maffei the incredible nose behind some of our most iconic perfumes, including our bestselling perfume Nun. As well as the creative genius behind Vanhera, Sacreste and MyLo. Yes, that is me in the photo posing. I was meeting a perfume rock star!


The rest of the day was spent exploring the vast exhibition hall, meeting the minds behind other perfume houses and discussing the viability of bringing some of these new brands to Australia with Lusso Collective. So, watch this space!

There were some incredible events and lectures to attend including a lecture dedicated to the importance of wood in perfume making. One of the most interesting and versatile ingredients in many of our Laboratorio Olfattivo perfumes. My favourite perfume is Cozumel. With top notes of bergamot and Vietnamese basil drifting to mid notes of clary sage, blonde tobacco and amber finishing with the woody accords of sandalwood, cedarwood, incense and tonka bean. Truly a fresh, unisex perfume that I never tire of wearing.


The absolute highlight of course was seeing the Master perfumer Jean- Claude Ellena a retrospective, being interviewed on stage by Chandler Burr, perfume critic and ambassador of Pitti Fragranze. Jean- Claude Ellena the iconic perfumer who is one of the most influential artists of the late 20th and early 21st century. In his 43-year career, not only has he created landmark master pieces in perfumery, but he has also changed the state – of – the – art multiple times. The master perfumer behind many of Hermès most famous perfumes, working with Frédéric Malle as well as for Van Cleef and Arpels. The list of his creations is literally endless.


 I did not know this at the time, but Jean- Claude Ellena was working on the yet to be released Master’s Collection with Roberto Drago [ Laboratorio Olfattivo founder and Director]. Creating the perfumes Baliflora and Tuberosis. A true vision of olfactive beauty.


The latest creation by Jean- Claude Ellena for Laboratorio Olfattivo is a cologne ‘Mandarino that sets you on a journey to Italy’. We are excited to announce that this will be launched by Lusso Collective late September 2020. Stay tuned!



Now back to Firenze 2019, and what was undoubtedly an incredible experience. To see and hear firsthand what’s new in the world of perfumery.

I literally cannot wait to be back for the next Pitti Fragranze, whenever that will happen!



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