Pitti Fragranze increasingly international

Over 230 brands, 74.5% of which are international, will participate in the next edition of Pitti Fragranze—September 12-14 at the Stazione Leopolda in Florence—the trade show dedicated to artistic perfumery. This continues to grow, driven by interest in exclusive, artisanal, and personalized fragrances, with an estimated turnover of €400 million in Italy. The 23rd edition of the event will focus on the theme of "composition," a fundamental concept for those who practice the art of perfumery and skincare, based on alchemical relationships that continually renew the olfactory and tactile experience.

"Anticipating trends by offering a targeted look at the latest developments from the most iconic and innovative perfume houses and brands, while also scouting for the newest brands, has always been Fragranze's goal," says Agostino Poletto, general manager of Pitti Immagine. "With each edition, this commitment is consolidated through new collaborations and new focuses, and a program of talks, meetings, and presentations that will complement the work of top buyers in the fragrance and beauty sectors."

The Ministry of Foreign Affairs and International Cooperation and ICE (Italian Trade Agency) are promoting Florence's role in the internationalization strategy by supporting Pitti Immagine's 2025 fashion and lifestyle trade shows. "Fragrance," adds Poletto, "is also at the heart of this important collaboration, thanks to which we can invest valuable resources in bringing to Florence a selection of buyers and professionals from the international artistic perfumery, beauty, and lifestyle sectors, as well as top fashion retailers." The focus countries of the incoming program are: France, China, Japan, South Korea, the United Arab Emirates, the United Kingdom, and the United States.