Borsalino Reintroduces Fragrances Under New Licensing Deal With Perfume Street
MILAN — On the heels of its eyewear debut with a capsule line presented at Mido last week, Borsalino has re-entered the world of fragrances, unveiling the Black Iris scent.
This is the first effort of a new licensing agreement the storied Italian hatmaker quietly signed last year with Perfume Street, the licensing arm of DPLG, the luxury personal care company formerly called ID-Beauty, which throughout its 30-year history has launched and managed licenses for Jean Reno and Diane von Furstenberg, as well as built skin care brands.
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The deal, the financial details of which were not disclosed, further speaks of Borsalino’s strategic push to expand its reach beyond hats and overall elevate the brand, already seen through the company’s numerous partnerships across different categories. So far, these run the gamut from the motorcycle and scooter helmets license with Nolan to collaborations with the likes of Saint Laurent, Chloé, Yohji Yamamoto, Elie Saab and Ami, among others.
“The decision to enter the fragrance world was a natural extension of our commitment to timeless luxury,” said the brand’s general manager Mauro Baglietto. “We have always believed in the power of craftsmanship, and now, through this collaboration with Perfume Street, we are able to extend this philosophy to a completely new field. Our goal is to offer a fragrance that captures the essence of Borsalino, combining our rich history with the innovative spirit that continues to define us.”
“Working alongside Borsalino for the development of their perfume was an amazing experience. They have been great at understanding the fragrance world, which is often so different from fashion,” said Arthur Cukier, DPLG’s chief operating officer. “Our constructive exchanges about the brand’s identity, its echo, and how to preserve it while introducing it to new customers were always proactive and led to the best outcome.”
To bring Borsalino’s olfactory world to life, Perfume Street tapped two creative forces, pairing legendary fragrance créateur Chantal Roos — the powerhouse behind such legendary juices as YSL’s Opium, Issey Miyake’s L’Eau d’Issey and Jean Paul Gaultier’s Le Male — with rising star Nicolas Bonneville.
Iris is the star ingredient of the juice, which opens with a blend of bergamot, cardamom and geranium, has a subtle hint of vanilla and carrot seed in its heart and mixes cedarwood and ambery woods in its base.
Priced at 85 euros and 105 euros for the 50-ml. and 100-ml. sizes, respectively, the eau de parfum debuted this week exclusively in 14 duty-free doors across major international cities, including Paris, Rome, Venice, Nice, Prague, Bucharest, London and Belfast. It will roll out to select luxury retailers and Borsalino boutiques worldwide starting next month.
Following the launch of Black Iris, Cukier will take on the responsibility of expanding the Iris collection, ensuring that every new addition is in sync with the artistic philosophy set by Roos. In particular, this year the range will see the addition of White Iris, a more feminine counterpart to the first scent.
Founded in 1857, Borsalino is part of ChimHaeres Investment Holding. A private investment company focused on the acquisition and management of aspirational luxury and lifestyle brands with a strong heritage, ChimHaeres is also the sole owner of Vionnet, the French haute couture label founded in 1912 by Madeleine Vionnet; the majority shareholder in Fogal, the Swiss luxury hosiery and bodywear brand founded in 1921, and in Zagato, the Italian coachbuilder and car designer established in 1919.
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