One of the biggest trends in both fashion and fragrance for 2024 is a concept called ‘sprezzatura’. It’s an Italian word pronounced ‘sprettsa-tu-ra’ that first appeared in Baldassare Castiglione’s 1528 The Book of the Courtier. The author described it as ‘a certain nonchalance, so as to conceal all art and make whatever one does or says appear to be without effort and almost without any thought about it.’ Some fashion executives call it ‘effortless elegance’ and it is also known as ‘quiet luxury’.
Leading this renaissance is fashion designer Brunello Cucinelli whose sumptuous cashmere clothing for women and men does not contain one logo or company emblem. The jackets are so beautifully cut as to flatter any body shape and the fabrics are almost weightless. These are clothes are often unstructured sitting close to the body like a favourite sweater. And since the brand does little to no advertising, fans think of it as an insider club. You need to know your luxury brands to wear Cucinelli.
Sprezzatura extends from fashion into fragrance with Brunello’s first women’s fragrance, a light and understated woody-floral-musk eau de parfum created by talented perfumer Daphné Bugey. You’ll notice an homage to Italy in the top notes thanks to Calabrian bergamot and Sicilian mandarin. Orange blossom adds a romantic facet. But we’re most excited by the unexpected addition of chestnut, which has a slightly sweet and creamy aroma. Musk, cedar and vetiver create a beautiful dry down. Spritz Brunello Cucinelli Pour Femme Eau de Parfum and you’ll effortlessly elegant. It’s beautifully one.
Brunello Cucinelli Pour Femme Eau de Parfum is available exclusively in Canada at Holt Renfrew and at holtrenfrew.com