Valentino Launching Valentina Fragrance

Valentino Fall 2011
Photo: Getty Images
Coming up roses: A look from the Valentino Fall 2011 runway

Valentino creative directors Pier Paolo Piccioli and Maria Grazia Chiuri have been at the head of the house for over two years now, but their focus has stayed on the brand’s fashions—until now.

Valentina, the first new fragrance for the house under Piccioli and Grazia Chiuri, is slated to launch in Europe this September as part of a new licensing deal with Puig. The eau de parfum has notes of Calabrian bergamot, white Alba truffles, jasmine, Amalfi orange blossom, tuberose, wild strawberries, cedar, and amber, according to Women’s Wear Daily.

“We shared with Puig our vision of the brand’s style and values—iconic design elements, respect for the brand’s heritage and our contemporary personal style,” Piccioli told WWD. “Puig as an expert in the fragrance field then translated these elements into a scent which represents these values.”

“Harmony, beauty, joy and balance are what we strive to achieve; it is one of the reasons why we found this job a very stimulating challenge,” said Grazia Chiuri.

Freja Beha Ericsen (who has posed in the brand’s ready-to-wear campaigns) stars in the fragrance’s ad, shot by David Sims, and accompanying video, shot by Johan Renck.

“I think this is an opportunity to tell the market about the new evolution of Valentino,” said Valentino CEO Stefano Sassi. “Valentino and Puig are really keen to get important results and set up a major business. And this new brand, this new fragrance, is the starting point for a kind of pillar to develop a Valentino fragrance business.”

In related news, check out the video for Bottega Veneta's brand-new fragrance.