The Ital­ian Se­cret

Sal­va­tore Fer­rag­amo Sig­no­rina Ele­ganza adds an el­e­gant note to the Sig­no­rina saga. Li Ying Lim heads to Seoul to ex­pe­ri­ence the full reper­toire in all its sen­sual splen­dour.

Harper’s Bazaar (Malaysia) - - Contents -

Two years ago, Ital­ian-born model Bianca Balti waltzed into a suite and flung open a closet full of Sal­va­tore Fer­rag­amo Vara shoes. Soon to be swept off her feet, she play­fully con­tem­plated the right pair to wear for her date with youth­ful zest, in an­tic­i­pa­tion of the thrilling ro­mance to come. Fash­ion­ably out­fit­ted in a creamy pink dress, she fi­nally stepped out to greet her hand­some lover, af­ter spritz­ing on a fin­ish­ing touch of none other than Sal­va­tore Fer­rag­amo Sig­no­rina.

The choice of an Ital­ian face, hand­picked by Fer­rag­amo’s fash­ion cre­ative di­rec­tor Mas­si­m­il­iano Gior­netti, and a beau­ti­ful story that also in­cluded the iconic Vara bow is no mere co­in­ci­dence. “We wanted to re­po­si­tion Fer­rag­amo Par­fums with Sig­no­rina, and to do that we went back to the very roots of the fash­ion la­bel,” ex­plains Lu­ciano Bertinelli, the CEO of Fer­rag­amo Par­fums.

Bertinelli is not short of suc­cess sto­ries. Head­ing up a team of “five people, in a room, like this, start­ing from scratch”, he has over­seen some of the most wanted and no­to­ri­ously suc­cess­ful scent launches for Fer­rag­amo ever since the ’90s. Now, more than 10 years down the road, Bertinelli aims “to rein­ter­pret in a mod­ern and younger way one of the iconic sym­bols of Fer­rag­amo, the Vara bow.”

The per­fect choice to adorn the Sig­no­rina fla­con, the Vara bow was first in­tro­duced in gros­grain with a golden buckle in 1978. It has since be­come the fash­ion house’s sig­na­ture, a time­less clas­sic that ex­udes quiet el­e­gance and grace – the very char­ac­ter­is­tics for which the mai­son stands. Sig­no­rina, a sparkling flo­ral-ori­en­tal juice cre­ated by renowned nose Sophie Labbé, was a con­scious re­turn to the roots of Sal­va­tore Fer­rag­amo. Af­ter years of Fer­rag­amo Par­fums run­ning on a par­al­lel line that only ever crosses lightly with the cur­rent di­rec­tion of the Floren­tine brand, Sig­no­rina raised in­dus­try stan­dards and struck a new part­ner­ship be­tween the two houses of fash­ion and beauty. “The suc­cess we reached with Sig­no­rina showed us that we had made the right de­ci­sion. We in­tend to work in the same vein as Fer­rag­amo the fash­ion house. This is the fu­ture,” Bertinelli shares, as he sits in the Li­brary Lounge of The Shilla Seoul ho­tel dur­ing the Asia-wide launch of the new scent Sig­no­rina Ele­ganza.

If Sig­no­rina was a young ro­man­tic, then 2014’s Sig­no­rina Ele­ganza is a grad­u­a­tion from that fresh in­no­cence to the com­plete con­fi­dence only pos­sessed by a woman in full bloom. The sec­ond-gen­er­a­tion Sig­no­rina is flir­ta­tious and fem­i­nine, and most ev­i­dently, firmly in con­trol of her life

“Sen­sual but not sexy. El­e­gant but not a fash­ion vic­tim. All this goes with the Ital­ian style, and that makes the dif­fer­ence.” – Lu­ciano Bertinelli

and never one to play the guess­ing game. “She’s self-con­fi­dent but not ag­gres­sive, a lady who is self-suf­fi­cient, al­ways so­phis­ti­cated. She is not a princess, not un­reach­able,” en­thuses Bertinelli with real Ital­ian in­ten­sity. “Sen­sual but not sexy. El­e­gant but not a fash­ion vic­tim. All this goes with the Ital­ian style, and that makes the dif­fer­ence.”

Who bet­ter to em­body such price­less qual­i­ties than the gor­geous su­per­model Anja Ru­bik? With a sen­su­ous gaze that se­duces with­out ut­ter­ing a sin­gle word, and a spritz of Sig­no­rina Ele­ganza on her neck, Ru­bik pos­i­tively scin­til­lates. She dances around her manor in a Gre­cian dress of pow­dery peach, paus­ing now and again to pose co­quet­tishly for the lens of Naples-born pho­tog­ra­pher Mario Sor­renti. “I be­lieve in el­e­gance as glow­ing in­ner grace,” she whis­pers huskily. “An essence of undi­luted free­dom.”

Her warm colours are rem­i­nis­cent of the new fla­con de­sign. Its sil­hou­ette may echo that of the orig­i­nal Sig­no­rina but it comes with an el­e­gant gold base en­graved with the fa­mous Fer­rag­amo logo in re­lief. The clear bot­tle shim­mers in so­phis­ti­cated cream pink, and is sealed with a gros­grain Vara bow in two gra­di­ents of clas­sic beige. “The gold is re­fined and pre­cious. Fer­rag­amo style is al­ways so­phis­ti­cated,” de­scribes Bertinelli. “It is so im­por­tant for us to present that made-in-Italy her­itage so ev­ery­thing is lit­er­ally made in Italy, from the cap down to the mi­nut­est de­tail­ing. Ital­ian style just shines right through Sig­no­rina Ele­ganza.”

Labbé re­turns to work on the sec­ond edi­tion of her orig­i­nal fra­grance, and she achieves an hon­est re­flec­tion of Ele­ganza with pri­mar­ily flo­ri­en­tal chypre notes. A re­fresh­ing head of grape­fruit and pear bursts forth at first whiff, but it is re­ally the rich heart of al­mond pow­der and golden os­man­thus petals that gives Ele­ganza its dis­tinct grace and re­fine­ment. At the base, patchouli and white leather ex­ude a heady aura of lus­cious­ness that set­tles well, warm as a kiss on bare skin.

“This is a new chap­ter, but I be­lieve this will be the very last word in the story of our Sig­no­rina,” says Bertinelli of Ele­ganza. Yet quin­tes­sen­tial Ital­ian style lives on. In fact, ac­cord­ing to Bertinelli him­self, “It is a way of liv­ing for Fer­rag­amo. It’s not only fash­ion; it’s art, and cul­ture, and food. It’s also a lot about our cities, liv­ing both in the fu­ture and in the past. Our way to be.” Sal­va­tore Fer­rag­amo Sig­no­rina Ele­ganza EDP is priced at RM335 (50ml) & RM445 (100ml), and is avail­able in ma­jor de­part­men­tal stores na­tion­wide.

Mario Sor­renti pho­tographed model Anja Ru­bik for the Sig­no­rina Ele­ganza cam­paign in a clas­sic Ital­ian man­sion

Be­hind the scenes at the Sig­no­rina Ele­ganza shoot

Sal­va­tore Fer­rag­amo Sig­no­rina Ele­ganza EDP

Ru­bik poses for the cam­era

Lu­ciano Bertinelli, Li Ying Lim, and James Fer­rag­amo at the launch of Sig­no­rina Ele­ganza

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