Fragrance house

Alberta Ferretti

Alberta Ferretti opened the Jolly Shop boutique at 18 and began producing a collection under her own name in 1974. In 1980, she and her brother Massimo Ferretti founded Aeffe S.p.A.; in 1981, she debuted her own brand on the Milan runways. The brand’s visual language is associated with light chiffon, embroidery, lace, slip dresses, and refined, sensual lines, alongside gentle feminine silhouettes. Ferretti received the Cavaliere del Lavoro honor in 1998 and the International Fashion Group’s “The Romantics” award in 2005. Aeffe’s 2024 annual report identifies Alberta Ferretti as one of its own-label brands. On October 15, 2024, Aeffe appointed Lorenzo Serafini creative director, succeeding Ferretti; the Philosophy line was integrated into the Alberta Ferretti brand from Fall/Winter 2025, and Serafini made his runway debut for the brand in February 2025. The brand’s first women’s fragrance was announced for autumn 2009 as a floral signature scent, with Claudia Schiffer as its advertising face.