The success of a fragrance begins with a powerful choice: its name. Words that can evoke, even before the sense of smell, a sensory universe, an imaginary world, a desire. Around this creative force, new professional figures are emerging — from naming artists to packaging storytellers, up to scent editors — who intertwine language, branding, and imagination, translating emotions into olfactory narratives.

This is the heart of the talk “The Narrated Sense of Smell: The future professions of fragrance between language, culture, and the senses,” which Istituto Marangoni Firenze will present on September 12 at Pitti Fragranze 2025. An international dialogue that explores the evolution of perfumery and the growing demand for professionals capable of combining artistic sensitivity, cultural knowledge, and managerial expertise.

Leading the conversation will be distinguished figures from the international scene: Arnaud Guggenbuhl, Head of Global Marketing, Insight and Image Fine Fragrances at Givaudan; Philippe Solas, CEO of Une Nuit Nomade; Marco Martello, scent editor at The Greatest magazine and author of La Formula del sentire; together with Francesca Giulia Tavanti, Director of Education at Istituto Marangoni Firenze. The dialogue will be moderated by journalists Francesca Delogu and Silvia Manzoni, authoritative voices in the editorial landscape.

With this initiative, Istituto Marangoni Firenze reaffirms its commitment to training in the Fragrances & Cosmetics sector, a field in constant growth that requires specialized skills and interdisciplinary approaches. An approach consistent with the school’s identity, which recently explored the power of words and writing in the fashion show TEXT(S)TURE(S), further strengthening its deep connection with the narrative dimension in all its forms.