From September 12 to 14, 2025, the Stazione Leopolda in Florence welcomes the world of Pitti Fragranze. The Pitti Immagine fair dedicated to international artistic perfumery celebrates its 23rd edition by offering a journey through the most exclusive olfactory notes and skincare formulas that combine beauty and science. The upcoming edition will showcase over 230 brands, 74.5% of which come from abroad, 68 brands are new and returning, and 46 are making their debut at Fragranze.

"Anticipating trends by offering a targeted look at the latest developments from the most iconic and innovative perfume houses and brands, while also scouting for the newest brands," said Agostino Poletto, general manager of Pitti Immagine, "has always been Fragranze's goal. With each edition, this commitment is consolidated through new collaborations and a program of talks, meetings, and presentations that will accompany the work of top buyers in the fragrance and beauty sectors. Fragranze promotes the search for what generates beauty, pleasure, and perfect moments. And since there is no art without overall harmony, we have chosen the word Composition to guide and inspire the image of the September show and its content."

The Ministry of Foreign Affairs and International Cooperation and ITA - Italian Trade Agency (Agency for the Promotion Abroad and Internationalization of Italian Companies) are promoting Florence's role in the internationalization strategy through their support for Pitti Immagine's 2025 fashion and lifestyle trade shows, a key contribution to the incoming program for top international professionals, and communications. "Pitti Fragrances is also at the heart of this important collaboration," added Agostino Poletto, "thanks to which we can invest valuable resources in bringing to Florence a selection of over 30 buyers and professionals from the international artistic perfumery, beauty, and lifestyle sectors, along with invitations to top fashion retailers who are increasingly focusing on fragrances. For this initiative, we are working with the staff of ITA offices abroad, consistently finding expertise and in-depth knowledge of the respective distribution and consumption contexts, for a powerful promotion of Italian creations in their respective markets."

Pitti Fragranze 23
September 12 - 14, 2025
Stazione Leopolda - Firenze