Tuesday, December 7, 2010
Acqua di Parma
I have a special place in my heart for Aqua di Parma. It's a long story. Here's a shorter one: 1916. A small perfume factory in the old town center of Parma, the aristocratic culture-packed city of Giuseppe Verdi and Stendhal. Here, in this "small capital" of Italian savoir-vivre, skilled master perfumiers, with unexpected modern sensitivity, created an unusually light, fresh and crisp fragrance that marked a move away from the strong, aggressive perfumes of the day. Acqua di Parma Colonia. A refined alchemy that was an immediate success and became the most popular perfume of the era between the 30’s and 50’s. The start of the 60’s marked a turnaround in the world of perfumes and the market was flooded with proposals. In this period, Acqua di Parma continued to represent the expression of a long tradition, and true connoisseurs continued to appreciate this timeless classic. The historic Colonia became a cult object within a tight circle of high society devotees. Despite LVMH acquiring them in 2001, they've managed to maintain their integrity despite having to release a lot of pointless other product to please shareholders.