Diane Pernet, the iconic fashion journalist and her magnificent line of perfumes

Diane Pernet, the iconic fashion journalist and founder of the festival dedicated to fashion film ASVOFF and talent scout internationally renowned introduced its line of perfumes for Avery Perfume Gallery inside the luxury store Excelsior Milan. Diane met Celso Fadelli,President and Fragrance Curator of Intertrade Group, that aimed to create her first collection of exclusive fragrances. Diane, enthusiastic about the idea, he started working for months with Celso and the team of master perfumers before being able to find the perfect combination of essences.

A journey through feelings, moods and memories of Diane, has meant that this meeting of creative minds have started a new chapter in the history of perfumery upmarket. She presented four fragrances known as emotional (TO BE HONEST, WANTED, IN PURSUIT OF MAGIC and SHADED) also represented by four films directed by Mike Figgis that will be screened on the occasion. The luxury jewels for Diane Pernet’s line of perfumes are made by Mario Salvucci, Owner of ”Incredible Creatures” (http://www.incrediblecreatures.it/) . Each Incredible Creature is made in 100% recycled Sterling Silver, refinished and bent by my hands in a limited edition, all done in his studio in Umbria, Italy. The shades of the silver are achieved with a natural process of oxidation done with sulphur that beside purifying produce unique colours that are never the same. Due to the nature of the design every piece is original since they are bent by hands and the stones, cut on measure, are each one different. Every piece is original and fragile like Nature.

Diane Pernet and Mario Salvucci work together since 1986 and they create magical things together.


”To be honest” captures the experience that you live walking in the woods, on paths where you will come across ancient churches or monasteries abandoned. A breeze of incense fills the air, thanks to the combination of notes of myrrh, pepper black, cedar wood, patchouli, vetiver, leather and amber. An authentic blend of the sacred and the profane.

”Shaded” is a woody aromatic fragrance for women and men. This is a new fragrance. Shaded was launched in 2014. The fragrance features sea notes, vetiver, musk and guaiac wood.

”Wanted” is is a woody spicy fragrance for women and men. This is a new fragrance. Wanted was launched in 2014. The fragrance features clove, juniper, nutmeg and musk.

”In Pursuit of Magic” can arise the feeling of being entered in parallel universes, yet familiar. The presence of citrus gives vigor and freshness. Aspro, clean, strong, able to convey peace and sense of security. A fourth fragrance is still under development, as well as visual and pack of each of the three scents.

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