Salvatore Ferragamo has hosted the world premiere of its new fragrance for her, Amo Ferragamo at Milan Fashion Week.

With the Spring Summer 2018 Women’s Collection runway show over, Salvatore Ferragamo celebrated the world premiere of its new fragrance for her, Amo Ferragamo. The new fragrance will launch in stores next February.

“Amo (‘I love’), the first person singular, is the declaration of a young, authentic woman who is ready to seize any opportunity that the world offers her. An expression of a modern femininity, it has become the evening leitmotif, inspiring a series of temporary installations.
Hosted in the historical Piazza Affari, set of the Milan stock exchange since 1932, after the fashion show a whimsical Botticellian garden has been the exceptional stage of an artwork by Ingo Maurer, the famous German designer. Light effects and projections on the square’s marble façades have played ironically with bucolic and floral elements, becoming an artistic tale of shapes, lights and perfume.”

As soon as they stepped through the threshold, guests – welcomed by the Ferragamo family, the Group CEO Eraldo Poletto, and Luciano Bertinelli, CEO of Ferragamo Parfums – were surrounded by a new digital vision created by starchitect Patricia Urquiola, in which surreal and emotional lived together, representing the feelings conveyed by the new fragrance.

Then, in a modern tale of lights, images and colours, the new fragrance made its entrance, unveiled by Suki Waterhouse, face of Amo Ferragamo and international jet setter.

Later on, the Sala delle Grida opened its doors to VIP socialites and influencers for an extraordinary live performance by British musicians Clean Bandit. The evening went on to the sounds of the famous New York deejays The Misshapes for a party of elegant and seductive atmosphere – a veritable Amo Ferragamo Night.

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