Acqua di Parma

Acqua di Parma began as a modest manufacturing operation in the city of Parma. Its inaugural scent, Colonia, appeared in 1916 and was initially used to fragrance gentlemen's pocket squares. The composition soon became an emblem of Italian elegance, beloved by both American and European luminaries during the 1930s and 1950s. Admirers included Cary Grant, David Niven, Ava Gardner, and Eva Turner, with Audrey Hepburn later joining their ranks. From those humble origins, Acqua di Parma grew into a distinguished house with broad distribution. Yet the caprices of the fashion world eventually caught up with the brand, and its years of widespread popularity gave way to a prolonged period of diminished visibility and the struggle to remain relevant.