Fragrance house

Acqua di Parma

Founded in Parma in 1916 by Baron Carlo Magnani, Acqua di Parma began with Colonia, a fragrance he created for personal use and a small circle of acquaintances. After a period of decline, the house was relaunched in 1993 with the involvement of Luca Cordero di Montezemolo, Diego Della Valle, and Paolo Borgomanero. The brand evolved from a single fragrance into a broader fragrance house with skincare, body care, and home-fragrance offerings. Its public identity is built around Italian craftsmanship, modern artistry, and the Italian art of living. Its visual language includes an Art Deco bottle introduced in the 1930s, a black cap, and yellow packaging associated with Parma. Colonia has remained its hallmark fragrance and emblem since 1916, with its original composition unchanged. In January 2026, Acqua di Parma marked its 110th anniversary with a cinematic campaign featuring Michael Fassbender and Sabrina Impacciatore, directed by Talia Collis and photographed by Brett Lloyd.