Acqua di Parma

Its fascinating history begins in a small perfume factory in Parma, a city of enviable culture and tradition. One of Italy's most dazzling courts under the Gonzaga dynasty, the city was renowned for its savoir vivre at the time of Giuseppe Verdi and Marie Louise of Austria, and was raised to literary fame by French author Stendhal...

Around 1916, all the most popular men's fragrances were from Germany and they were powerful, intense and complex in their composition. When Acqua di Parma introduced its new scent, it was greeted like a breath of fresh air with Mediterranean essences of citrus fruits. By the '30s the cologne has become so popular that its production had to be stepped up and its distribution system expanded.

Aqua di Parma experienced a golden age between the '30s and the '50s. It became The perfume of a glamorous era, dominated by the American and European stars of Hollywood. Among its most faithful devotees in the acting community were suave charmers like Cary Grant and David Niven, along with sizzling sex symbols Ava Gardner and Lana Turner. Later the ultra-chic Audrey Hepburn joined that elite galaxy of movie stars with a passion for Acqua di Parma.

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