Trussardi will launch a new perfume in September called Essenza del Tempo (The Essence of Time) which illustrates an original concept in fine perfumery. This time, rather than to focus on a more classic seduction or fashion theme, the brand wanted to pay homage to a social movement in tune with their own values: the Slow Food grassroots movement founded by Carlo Petrini in 1986, with its prototype Arcigola. It was followed by the so-called Slow Food organization in 1989 (note: there is no original Italian designation; the original name is in English). The movement has expanded so as to include the opening of two universities of gastronomic sciences in Italy.
The message of this movement - symbolized by a snail - is rooted in a protest movement against the fast-food economy. Slow Food wants to help raise standards of culinary and gourmet appreciation worldwide while actively supporting local food cultures and traditions. If it is an international movement, it tends to be thus anti-globalization at the same time.
For a luxury brand like Trussardi, one can surmise that what is mostly retained here is a philosophy of high quality of life associated with this idea that time constitutes the true luxury in a fast-paced environment. To stop and smell the roses, so to speak, or rather cook from scratch at least once a day - or as Slow Food says, learn to take the time to squeeze an orange by hand above a wine glass, is of the essence and aims to be perceived as a progressist and sustainable message...
The perfume then could have been mainly foody, but it is not just that despite some interesting non-sweet, savory culinary references. Rather, it wants to convey this impression of a slower tempo and more fulfilling lifestyle by playing on the intensity of the development. A fragrance that is intense has much to say and takes its time to say it. It will slowly unfurl rather than quickly evaporate. The intensity of the ingredients also implies, in principle, a more luxurious sensation. Trussardi wishes also to make palpable the idea that we can control our time.
Essenza del Tempo was composed by perfumer Sophie Labbé of IFF. It is described as being constructed around a central accord of amber and ambrette seed. The most daring note borrowed from the kitchen cabinet in the composition is an acidic, sweet and fruity accord of Balsamic Vinegar usually used to enhance a sweet-savory accord in your salad. It can be delicious too on a scoop of vanilla ice-cream.
Top notes are: bergamot, amber, ambrette, carrot seed, ginger
Heart notes are soft and powdery: sun-drenched flowers and iris
Base notes are woody: coffee beans, balsamic vinegar, Cedar from Virginia