Furla to launch its first fragrance

Furla will soon be releasing its first fragrance. Pictured below, the Villa Furla in Bologna

Leather goods specialist Furla is about to take its first steps in the beauty universe, with the launch of the house's first perfume.

On Tuesday, September 3, Furla and Mavive announced that they have entered into a licensing partnership for the production and marketing of the leather goods brand's first perfume, targeting the worldwide market. The parties have indicated that the fragrance line should soon see the light of day, without confirming a release date.

According to Furla Group's Alberto Camerlengo, this entry into the world of cosmetics is indicative of the brand's desire to diversify and reinforce the standing of its Lifestyle offering. The CEO asserted that the creation of a perfume would increase Furla's worldwide consumer visibility, expressing the joyful elegance and positivity with which it has become associated.

Ready-to-wear brands have been investing in the beauty sector more and more. Last August, Rebecca Minkoff announced its licensing deal with The Premiere Group under which a new fragrance will be created for a 2020 launch. Celebrities, for their part, are continuing their assault on the cosmetics market, as the likes of Millie Bobby Brown, Lady Gaga and Kylie Minogue prepare to launch their own collections.