The trade fair dedicated to artistic perfumery, organized by Pitti Immagine, returns to Florence from September 12 to 14, 2025. The 23rd edition of Pitti Frangranze, held at Stazione Leopolda, will feature 230 brands (74.5% international) and will have "composition" as its guiding theme, highlighting certain alchemical relationships that continually renew the olfactory and tactile experience. Alessandro Gori conceived the artwork of Fragranze 2025.

The exhibition layout at the Stazione Leopolda is Spring, a special section dedicated to a curated selection of emerging brands and fragrance lines making their first appearance before an international audience.

A major new highlight this year is Soul & Skin, a section devoted to cutting-edge skincare, selecting the most innovative and research-driven brands in facial and body care. Among the new features are the preview presentation of the five fragrances created by the Japanese brand Setchu, founded by Satoshi Kuwata, in collaboration with Julie Massé; and the presentation of the documentary film by the famous Sicilian 'nose' Meo Fusciuni, who will also showcase his new fragrance. The latter will take place on Friday, September 12, at Cinema La Compagnia (Via Cavour 50r, Florence), where the documentary Memorie Olfattive (“Olfactory Memories”) will have its official premiere. Written and directed by Francesco Spagnuolo and produced by Angelika Vision, the film aims to portray the rich and complex figure of Giuseppe Imprezzabile, known worldwide as Meo Fusciuni.

This September, Fragranze will shine a spotlight on a curated selection of new launches, standout brands, and key players in the fragrance world known for their quality and originality. Among the highlights are two new brands distributed by Calé and presented with a special masterclass. The first is Saranghaeyo (Korean for “I love you”), the brainchild of photographer and entrepreneur Sung S. Kim. Also from Korea is Pesade, a brand born from the collaboration between founder Mok Young-kyo and artist Kwango Lee. Olfattorio has chosen Fragranze for the debut of a new creation from Antinomie, a brand born in 2022 from a collaboration with perfumers Pierre-Constantin Guéros and Bertrand Duchaufour. In the Alcatraz space, Essenses presents Scentscape, an artistic installation showcasing the prestigious brands in its portfolio. Events also include a focus on the history of perfumer Pierre Guillaume Paris.

Pitti Frangranze
September 12 – 14, 2025
Stazione Leopolda, Firenze

Pitti Connect - Exhibitors 2025
Events Calendar