Etro is a fashion house based in Italy that produces fabrics, accessories, leather goods, clothing, and fragrances. Gimmo Etro founded it in 1968, and it is still run as a family business.
Fragrances, colors, ideas, and Etro's perfumes were filtered into a picture book, similar to a recipe album. A novel idea to remind us that, just as cooking was the first sign of civilisation, perfumes - the refined transformation of the aromatic notes that surround us - are another sublime sign. Because it is impalpable, ephemeral, and invisible, it is perhaps the most mysterious and exciting.
This adds to Etro's book's intrigue and allure by stimulating our sight to discuss olfaction. Enticing our eyes to tickle our nostrils, using color to pique our interest in a perfume, and juxtaposing texts and images to engage our imagination. Each chapter follows the rules of color therapy to discuss a group of fragrances that are no longer divided into olfactive families, but are instead linked to the suggestive hues of a color.
The assurance of white, the zest of yellow, the joy of green, and the zeal of orange. And, of course, there's red's passion, indigo's intuition, blue's languor, and green's naturalness. Each page, like the alchemist's most prized tome, delves into the color syntax before telling us the story and providing the magic formula for each of the 22 Etro fragrances. Pegaso, the label's new "recipe," is a blend of lime and bergamot with a dash of neroli, a sprinkle of cedarwood, a drop or two of benzoin and rockrose, and as much basil, pepper, and iris as you want. Almost a poem that speaks to our soul, echoing ancient passions while also promising an emotional future.
Looking ahead, Etro has redesigned the entire line of packaging, opting for a more modern graphic look highlighted by paisley motifs in optical black and white shot with purple details to match the spirit of the times as well as the Etro brand. An era with an insatiable appetite for emotions, sublimated by fragrances that we can now carry with us in the new smaller 50ml bottles, a special food for the senses to accompany us wherever we go.
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