Page 56 - EM - EXPORT MAGAZINE PERFUMERY EDITION

COMPANY

COLORS, ART, AND FREEDOM:

THE CREATIVE EVOLUTION OF THE MAISON OF
ENRICO COVERI

An unmistakable mix of color, vibrant prints, and sequins made works of art, celebrating an aesthetic vision where fashion and
Enrico Coveri’s style instantly recognizable on the international creativity merge.
fashion scene. From the very beginning, the designer’s innovative In 2021, the Coveri Maison strengthened its commitment to
approach decisively embraced elements that would become the fragrance sector by signing a new licensing agreement with
the hallmarks of the Maison. Sequins—until then reserved for Sifarma S.P.A. This synergy led to the birth of the Contemporary
theatrical costumes—became his signature piece, hailed by the line, designed to reinterpret the world of perfumes and toiletries
press as a definitive symbol of style: “Sequins are to Coveri what in a modern key, for both men and women. The collection
chains are to Chanel,” wrote Janie Samet in Le Figaro. stood out with a series of highly successful launches, including
Coveri’s journey was closely intertwined with the art world from Contemporary Girl Vanilla Lover, the latest women’s fragrance,
the start: collaborations with Andy Warhol, friendships with which became a true viral sensation on social media.
Keith Haring and Renato Guttuso, and a constant dialogue with
major artistic figures enriched the Maison’s visual and cultural
identity. A bond that didn’t break, but evolved—first under the
guidance of Enrico’s sister, Silvana Coveri, and later with the new
generation, represented by Francesco Martini Coveri.
The 1970s and 1980s marked the debut of the Enrico Coveri
Woman and Men’s collections, followed by the launch of the
Maison’s first fragrances: Paillettes for her and Enrico Coveri
Pour Homme. Thus began its rise on the international stage.
In the 1990s, Enrico Coveri passed away prematurely at just
38 years old. Artistic direction was entrusted to the young
Francesco Martini Coveri, Silvana’s son, who revitalized the Today, this vision expands with new values through the launch
brand with runway shows first in New York, and from 1999, in of UNICӘ, the new frontier of inclusive beauty. A fragrance
Milan. In 2004, the Galleria del Palazzo opened in Florence—a collection that embraces fluidity, uniqueness, and freedom of
space dedicated to modern and contemporary art—further expression. Designed to transcend gender conventions, UNICӘ
reinforcing the Maison’s cultural vocation. That same year, tells personal stories through refined and authentic olfactory
Francesco was awarded “Designer of the Year” in Miami. experiences. It is a manifesto for label-free beauty—open to all
In 2020, the Maison renewed its deep bond with art through an shades of identity—where each individual can feel seen, valued,
iconic exhibition that brought together historic garments and and finally free to be themselves.

52