Italian Fashion Watch

Giorgio Armani Beauty, a division of L’Oreal USA, won two FiFi’s at the 35th Annual American FiFi Awards.

The FiFi Awards are designed to honor the extraordinary creativity of the international fragrance industry in America.

Armani/Prive Cuir Amethyste, the newest addition to Giorgio Armani’s private collection of fragrances, won Best Packaging of the Year, Men’s Prestige; and Best Packaging of the Year, Women’s Prestige.

As the latest addition to the Giorgio Armani Beauty stable, the Armani/Prive Cuir Amethyste fragrance continues to support Mr. Armani’s sense of style.

Like his fashion designs, the fragrance is the expression of sophisticated elegance and was created with simple, rich materials of the highest quality.

To quote Mr. Armani, “I approach every fragrance from a personal standpoint, but these days fragrances are the intimate democratization of fashion.

They exist to allow everyone to own a piece of a designer’s creativity.”