THE WHAT? Fendi has unveiled a fine fragrance collection comprising seven scents that retraces the story of the eponymous family behind the Italian designer label. The collection is the first that the LVMH-owned brand will sell in its own stores.  

THE DETAILS The fragrances will be sold in boutiques and on Fendi’s website from next month will be positioned in the ultra luxe price category, according to a report published by the Business of Fashion.

Each scent has been given an evocative name redolent of the fashion house’s heritage, such as Perche No, Ciao Amore, Sempre Mio, La Baguette and Dolce Bacio.

THE WHY? With the fragrance category booming, and several luxury brands announcing their entry into the category, it’s no wonder Fendi wants a slice of the action.