Valentino and L’Oréal just hosted a ball on July 3, 2019, to introduce the newest fragrance Born in Roma for women and men at the Italian Embassy in Paris. Top Model of the Year in 2018, Adut Akech Bior and rising star Anwar Hadid model the new fragrance.
“My one and only time I went to Rome was to shoot this fragrance campaign,” says Akech to WWD. “Every corner I turned there was something I’d never seen before.” Meanwhile, Anwar Hadid, the 20-year-old model and youngest sibling of Gigi and Bella Hadid, says, “It’s so beautiful — I want to go back as soon as possible.”
L’Oréal has joined forces with Valentino for its beauty license since 2018. “We started working almost immediately with Pierpaolo Piccioli [Valentino’s creative director] on what would be our first statement in fragrance,” says Cyril Chapuy, President of L’Oréal Luxe. “His whole idea was to reinstate strongly [a focus] on the origin, the DNA of the brand, which is Rome. Second, [on] diversity and inclusivity, which are values he believes very strongly in.”
Creative Director of Valentino, Pierpaolo Piccioli, describes the new perfume as an attitude that celebrates unique identity. “Roma is all about an attitude towards life. When you have a culture, you have an identity,” says Piccioli.
Valentino Born in Roma for women is available online and in stores today. While you need to wait until October 2019 to get the Valentino Born in Roma for men.