The Story
Why it exists.
The beginning
Valentino launched Born in Roma as a fragrance line built around a single material: sustainably sourced Haitian vetiver. That material, grown in Haiti under conditions that support farmer communities, serves as a bridge between fashion and scent. Founded in Rome in 1960, the house has always translated haute couture into bold modern compositions. Perfumer Guillaume Flavigny works within this framework, choosing materials that honor the house identity while exploring new territory.
The note hierarchy here is deliberate. Vanilla at the opening signals warmth and approachability, but lavender prevents that warmth from becoming one-dimensional. Vetiver at the base is where Valentino's core identity lives, the material that connects this fragrance to the Born in Roma line and the house's commitment to sustainable sourcing. The pairing rationale is clear: vetiver gives vanilla its edge, and vanilla gives vetiver its accessibility.
The evolution
The journey begins with vanilla, warm and unapologetically sweet. Lavender arrives next, lending its aromatic clarity and keeping the opening from becoming syrupy. The transition to the drydown shifts the entire character of the fragrance as vetiver takes hold, pulling the sweetness back toward smoky earth. The arc moves from comfort to edge, from softness to weight.
Cultural impact
The 2023 campaign features Adut Akech and Anwar Hadid, anchoring the fragrance in contemporary cultural visibility. The vetiver prevents it from becoming another vanilla-and-lavender combination. It's what gives the scent its weight, keeping it grounded and distinctive. The overall effect is quiet confidence, the kind that arrives without needing to announce itself.
