Milano Fragranze – New Perfume Brand from the Founders of Masque Milano
Fragrance News

by Elena Knezevic
07/05/21 16:53:30 ( 8 comments )

“The smell and taste of things remain deposited for a long time,
ready to re-emerge at any moment.”
Marcel Proust, La Recherche Du Temps Perdu

The new brand Milano Fragranze consists of 8 fragrances, dedicated to special historical and popular places in Milan. Alessandro Brun worked on their development with four talented ladies perfumers: Violaine Collas, Michelle Moellhausen, Dominique Moellhausen and Julie Masse.

 

“I was born and raised in Milan, and I developed an incredible affection for this city, to the point of feeling so lucky just for the fact of having been born here. This city gave me so much, having a significant contribution to shaping what I am today.

I distinctly remember myself barely 4, starting exploring the town by and large, with my mother, on a squeaking wooden tram. I since then returned to the very same places, 10, 20, 30 and even 40 years after. Just to see them change, yet realizing that the Genius Loci (the spirit of the place) was still there, unchanged." Alessandro Brun


As expressed by the creator of the brand, the “Spirit of the Place” is the inspiration and even the raison d’être of the whole collection. The brand's purpose is to communicate to the world some enchanted, awe-inspiring – and sometimes unknown – places of the city of Milan. Each fragrance in the collection is centered around one place, yet it is telling the story of people.

Million people of different ages have been passing in front of the same statues, walls, canals, cobblestone streets. Eating in the same. old places. Sometimes noticing the surrounding objects; most of the time overlooking them.

Yet these statues, walls, cobblestones were silently observing. If you believe that even unanimated things can have a memory, then this must be the Spirit of Milan.

 

 NAVIGLIO

A modern cologne with Marseille soap and aquatic notes
by Michelle Moellhausen

 

Curved backs and folk songs.
Life along the “Vicolo dei Lavandai”, as riches need having pristine white shirts. The damp stone bank of the canal slowly consuming the washermen to the bone.

 

The Vicolo dei Lavandai (Washermen’s Alley) is a narrow lane that was a wash house from the Middle Ages until the 1950s. It is one of the most picturesque spots along the Naviglio Grande canal.

 

This modern cologne offers a vivid olfactive representation of Vicolo dei lavandai: marseille soap, aquatic notes and watery flowers, together with an elegant ivy facet.

 

 

BASILICA

Incense and candle lights, adorned in aromatic freshness,
by Violaine Collas

 

In the desert Basilica, a cappella singing from the choir, echoed by the sheer stone walls. By the side altar, tiny lights of many a candle warm up the heart.

 

After the Cathedral (Duomo), the Basilica di Sant’Ambrogio is certainly the most important church of Milan. It was consecrated by St. Ambrose in 387.

 

Incense and labdanum gracefully envelop the skin in subtle warmth. Thyme and Rosemary, religiously adorned in aromatic freshness, illuminate a candid Milk accord. Cedarwood, Cypriol and SantamanolTM form a woody alliance, capturing the mystical aura of an ancient basilica.

 

 

GALLERIA

A soft leather, cheered up by red fruits and coffee,
by Michelle Moellhausen

 

At the turn of the Century, people would travel from far away, just to buy some travel items or fine leather accessories. That place was known as “salotto di Milano”, and deservedly so.

 

 

Galleria Vittorio Emanuele II is a major landmark of Milan, Italy’s oldest active shopping gallery.

 

A soft leather, cheered up by red fruits and coffee, and made elegant, contemporary and distinctive by violet leaves absolute and an intriguing powdery facet.

 

 

DIURNO

A timeless fougere with a subtle hint of amaretto,
by Julie Masse

 

The hustle and bustle of the city were having a rest here. All sort of people – the weary traveling salesman, the good-looking businessman, the working-class family just needing a shower. Hygeia goddess, at the entrance of the Thermae, silently watching.

 

Albergo diurno Venezia or Albergo Diurno Metropolitano is a daily hotel, it was opened in 1925. The hotel is built under Porta Venezia, it included a barbershop, publish baths, SPA. A masterpiece of the Italian Art Nouveau style (Liberty).

 

A timeless fougere opening with a vibrant aromatic trio of Geranium Bourbon, Lavender Flower, and Sage. Balanced with the sensual darkness of Fir Balsam, and earthy Vetyver Bourbon, overdosed with Musks for a sophisticated and powerful sillage. The final touch, a subtle hint of Amaretto, the impertinent Italian guilty pleasure.

 

 

BRERA

A Renaissance of rose, saffron and patchouli
by Violaine Collas

 

They say that in the picture gallery, at night, paintings are coming to life. The next day you will still be able to smell the blooming rose in Hayez’s kiss, and the patchouli of Caravaggio’s dark hues.

 

The Pinacoteca di Brera in Via Brera, is the main public gallery for paintings in Milan

 

The bright freshness of Italian Bergamot mingles with the luxurious elegance of Rose Superessence and Rose Absolute, sophisticated with a precious spicy Saffron, evoking visions of rich Italian families from the Renaissance. An ancient canvas deeply rooted in the warmth of Labdanum, Patchouli, and Vanilla.

 

 

CORTILE

Sensual and narcotic jasmine with a whiff of coffee,
by Michelle Moellhausen

 

In the hot summer, all doors are opened on the ballatoio. You can smell the evening coffee of every mamma in every house. Two lovers are kissing in the shade. In riches’ houses and working class’ alike, the jasmine in full bloom smells the same.

 

Cortile is an inner courtyard with all the apartments facing a balcony all around the central court.

 

The scents of the night explode in their narcotic and rich sensuality. Sensual jasmine, fusing with neroli, osmanthus, tuberose, ylang-ylang and lily of the valley, in a marvelous dance of seduction. Coffee grains on top are giving a modern twist, while myrrh and opoponax are adding a touch of mystery.

 

 

LA PRIMA

A majestic profusion of sensual flowers and opulent fur
by Violaine Collas

 

December 7th. The Milanese elite getting ready for the season opening. A young lady in the gallery doesn’t pass unnoticed. She wants all eyes on her, she knows she can get them.

 

Teatro alla Scala, the famous opera house in Milan

 

The perfume opens on a fresh zest of Bergamot enhanced by the spicy temper of Cardamom and liquorous Davana. The second act unveils a majestic profusion of
sensual flowers, with Jasmine, Orange Blossom and Osmanthus on stage. An opulent Fur accord, adorned in Vanilla and Amber Gris, closes an unforgettable Opera.

 

 

DERBY

The green and soft floral atmosphere of the racecourse,
by Dominique Moellhausen

 

Bookmakers busy calculating odds, ladies commenting each other’s hats. Reporters make hast chasing the winner of the race. Flourishing nature all around them. Horse stables far away.

 

San Siro horse racetrack in Milan

 

Green and soft floral opening with galbanum, mandarin and violet, and a signature touch of lavender France essential oil, lead the way to the mimosa and tuberose in the heart. In the evolution, oakmoss, patchouli, vetiver and a boost of animalic musk show the character of the composition yet revealing a delicate sensuality.

 

Eau de Parfum 100ml (€115,00)



Source: MILANO FRAGRANZE

Author

Elena Knezevic

Elena Knezevic Co-founder & Editor-in-Chief

Elena Knezevic founded Fragrantica together with Zoran Knezevic in 2007. Since then Elena has taken care of its design and content as the Editor-in-Chief. Elena was born in Russia, studied Slavic languages and literature in Moscow, and lived in Sarajevo and Belgrade, where the idea of Fragrantica was born. Now she resides in California.

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News Comments

Write your comment
OTA Mom
Cereus No.3

OTA Mom 07/06/21 08:55

What beautiful imagery and the inspiration here appeals to me. Thank you for introducing them to us!
jeca
Rose Alexandrie

jeca 07/06/21 01:41

It is difficult yo find Trussurdi here, and they are bigger than Masque, more ppl involved in the perfume making.
sandrina_bambina
Duchessa

sandrina_bambina 07/06/21 00:46

No matter Trussardi created a really wonderful and quality collection inspired by Milan, I am eager to try Alessandro`s and Ricardo`s vision of the special places in the city.
Perfumers they have now chosen is a very smart move given that the Moellhausen sisters are from Milan, so they feel the spirit of the city very well and convey the inspiration perfectly. I love Julie Masse's creations a lot: she worked on one of the best fragrances of the Trussardi line inspired by Milan, Passeggiata In Galleria Vittorio Emanuele II, embracing warm, rich, nutty fragrance :)
From this line, by the description, Galleria and Diurno might be my favorites!
shpalman
Cedrat Boise

shpalman 07/05/21 23:52

The Spirit de Milan is actually a dance hall and restaurant in the Bovisa area...
cumulnimbus
Hermessence Cuir d'Ange

cumulnimbus 07/05/21 22:57

Yes Jeca, only the approach ain't new, not even for Milán, Trussardi's La vie di Milano collection was released more than a year ago.
jeca
Rose Alexandrie

jeca 07/05/21 21:22

What I know about Masque: they are not for everyone, I cannot wear everything they do, but they do everything with such deep personal involvement that I admire them. I am sure their new project is something special. :-)
framorena
Warszawa

framorena 07/05/21 21:05

Yes, great idea! I have to say that prices surprised me, so I am curious about quality and performances. Also Masque launches a new site with Malbrum parfums together, so the three brands are now together in the page
jeca
Rose Alexandrie

jeca 07/05/21 17:05

This brand was launched just a week ago, and I really like the idea of favorite places of people who know their city very well. I think now what would I choose in my city to introduce in perfume (no, I am not going to ;o) but I love the approach).

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