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Tradition, innovation and sustainability

Italart presents the launch of the new
collection Rich by John Richmond

Among the new products that Italart will be
presenting at TFWA Cannes 2026, Rich, the new
collection of John Richmond fragrances dedicated
to men and women, will occupy an important space.
Conceived to interpret the brand’s evolution, Rich
is a new expression of the John Richmond identity:
audacious, contemporary and strongly linked to
the world of fashion. It is a collection that translates
into olfactory language the rock attitude, the urban
energy and the non-conformist spirit that has always
distinguished the brand. The new fragrances, one for and enhancing it with the Zamak metal cap, creating
women and one for men, have been developed for an the balance between contemporary luxury and the
international consumer looking for fragrances with a brand’s fashion identity. With Rich, John Richmond
strong personality that can unite character, elegance expands its olfactory universe through a collection
and style. The refined and distinctive design of the destined to become a new point of reference of the
packaging recalls the aesthetic codes of the maison, brand, reinforcing its positioning on international
enriching the glass of the bottle with metallic inserts markets and in the travel retail channel.
Syrok: the new brand of niche perfumery created by Italart
Salum extends its collection with TFWA Cannes 2026 will also mark the debut of Syrok, the new brand of artistic
the new fragrance Midnight Diving perfumery which joins the Italart portfolio, strengthening the company’s
After the success of the previous creation “Med presence in the segment of niche perfumery. This new project expands the
mon amour” , Salum presents at TFWA Cannes path that Italart has already taken with the Salum brand, confirming the
2026 Midnight Diving, a new Extrait de Parfum wish to invest in a constantly growing market, characterized by consumers
which enriches the brand’s collection with an who are increasingly oriented towards exclusive and refined fragrances.
intense and contemporary olfactory experience. Inspired by the Sirocco, the warm wind that crosses the Mediterranean,
The fragrance draws inspiration from the Syrok tells of the encounter between cultures, aromas and traditions.
emotion of an immersion by night into the depths Each fragrance comes into being like an olfactory journey that can merge
of the Arabian Gulf, reinterpreting the sea from impressions from the different shores of the sea, transforming perfumes,
an original perspective. Mineral and marine stories and flavours into creations with a unique and contemporary
accords are interlaced with surprising nuances character. The debut of the brand is an important evolution in the Italart
which evoke wet neoprene and the metallic notes strategy, which expands its offer with a project dedicated to haute
of oxygen tanks, giving parfumerie, capable of meeting the new demands of the premium and
rise to a composition selective market, alongside the fashion brands.
that is sophisticated,
enveloping and full
of personality. With
Midnight Diving, Salum
continues its creative
path on the niche
perfumery scene,
proposing an innovative
vision of the marine
theme and confirming
its ability to transform
authentic experiences
into olfactory emotions
with a strong and
distinctive character.
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