Heritage
A house, in its own words
The story of Valentino fragrances begins not with a perfume, but with a color: Valentino Red. Founded in Rome in 1960 by Valentino Garavani, the fashion house quickly became a symbol of Italian glamour and exquisite craftsmanship. The brand's foray into scent began in 1978 with the launch of its first perfume, Valentino Classique, a sophisticated floral aldehyde that captured the elegance of his couture gowns. For decades, the fragrance license passed through different hands, including Unilever and Procter & Gamble, resulting in a varied and sometimes disconnected portfolio. A significant shift occurred in 2010 when the license moved to Puig. This partnership produced modern classics like the floral-gourmand Valentina in 2011 and the iris-and-leather masterpiece Valentino Uomo in 2014, which re-established the house's perfumery credentials. The most recent chapter began in 2018 with L'Oréal's acquisition of the license. This move supercharged the brand's fragrance division, leading to the blockbuster launch of the Born in Roma collection, a pillar that perfectly encapsulates creative director Pierpaolo Piccioli's vision of inclusive, punk-inflected romanticism.
Valentino's fragrance philosophy is best summarized by three words: Color, Cool, Couture. Every scent is designed to be a bold statement, much like a Pierpaolo Piccioli runway collection. The house champions a clash of attitudes, blending the high-culture aristocracy of Roman palazzos with the edgy energy of the city's streets. This duality is the creative engine behind their most successful lines. They believe a fragrance should be an intimate part of one's identity, a personal signature that feels both chosen and innate. The 'Born in Roma' concept embodies this idea, suggesting an attitude rather than a birthplace; it's about owning your heritage while rewriting the rules. This approach results in scents that are not just beautiful but also confident and a little bit defiant, appealing to a generation that values authenticity and self-expression above all else.