Fragrance has always expressed individualism, allowing wearers to curate unique personal stories and capture distinct moments across time. Because while fashion is often about the moment, beauty is about eternity.
With its “Born In Roma” fragrances, Valentino Beauty has dreamt-up scents that blend a reverence for the past with an irreverent attitude for the now. Born of the iconic Maison, the signature scents - for her and for him– mix innovation and tradition to create an aesthetic of timelessness. From the attitudes of its wearers to the complex notes of the fragrances themselves, ‘Born in Roma’ represents a harmonious collision of contradiction - made for those who defy the moment while also capturing it.
Making every day a celebration of self, Born in Roma explores a playfulness and daringness to dream beyond the mainstream. Their wearers embody an audacious essence, taking pride in their roots and valuing their differences.
Wrapped in rock stud armor, the bottles contain an unexpectedly delicate mixture of notes. The Donna, one of Born In Roma’s female scents, redefines traditional femininity through its blend of Jasmine flowers with a rich vanilla bourbon. Its male counterpart, Uomo, is also designed to disrupt - featuring florals modernized with a dose of woodiness. Embracing its wearer, both aromas mold to each individual, allowing them to make the scent entirely their own.
To better understand how ‘Born in Roma’ sees unique universes collide, we consulted with creators and creatives across different industries about expressions of self through scent.
We caught up with co-founder and creative director of Toronto-based collective Kuruza, Minzi Roberta, sneaker curator Anna Bediones (aka A to the Bed), and stylist Sashà Elina to see how they go “beyond the scent” with the signature fragrance.
What does going “beyond the scent” mean to you?
Anna Bediones: It’s easy to get the same scent that everyone likes, but that just seems so boring. To me, “going beyond the scent” is thinking about more than what’s trendy/popular. What does it say about you? How does it smell on you?
Sashà Elina: To me, going beyond the scent means having a fragrance that is easily identifiable to a person or a place.
Minzi Roberta: “Going beyond the scent” explores the context and the connection between scent and emotion. It allows a personal character to shine through the fragrance. This practice allows me to select a perfume that compliments my outfit and resonates with my world and individuality.
Describe the occasion you would apply Valentino’s signature “Born In Roma” fragrance.
AB: It calls for a dramatic winged liner and leather type of night. It feels bold and edgy but also feminine because there are a lot of floral notes. I also find it quite sexy.
SE: I would wear Born In Roma on an evening at dinner or an event.
MR: I would pick the signature “Born In Roma” fragrance for an evening occasion, like a romantic dinner, a rooftop party, or a late-night getaway. The scent creates a sense of harmony and connection with the people around me.
How important is choosing the right scent when putting together an outfit?
AB: I associate scent more with getting ready or how you represent yourself, but it makes total sense to choose a fragrance that complements an outfit. I like to see things as a whole package, an amalgamation of decisions you made before stepping out of your home—the shoes, the clothes, the makeup, the accessories, and the fragrance.
SE: I like it when my scent goes with my look. When running errands and wearing something more simple, I want to keep my scent light and refreshing. In the evenings, when I’m stepping out and I’m more dressed, I’ll wear something a bit stronger.
MR: I think it’s important because it’s an intentional way of completing a look. I love it when I envision an outfit for the day, and I get to perfect the look with a matching scent. It helps me to leave a meaningful impression on the people I meet.
Why is having a go-to scent essential?
AB: I don’t take how I represent myself lightly. I like having a go-to scent because I feel like it’s a reflection of how well you know yourself.
SE: Having a go-to scent is super essential for me. It’s always the finishing touch to my look. Whether I have a simple errand day or an evening out, wearing my scent gives me that extra bit of confidence.
MR: Having my go-to scent is a form of self-expression – it’s an art form. An everyday smell that I can identify with keeps my day vibrant and gives me the confidence boost I need to get through my chaotic schedule.
What makes a good fragrance?
AB: Ultimately, it’s what smells good on you. I have specific notes that I generally gravitate towards, but my brain is also wired to factor in packaging and the fragrance's name. The Valentino “Born in Roma” bottles are just as stunning as the scent, so it checks all the boxes for me!
SE: You have a good fragrance when it lasts without it being too overpowering. I like it when I’m out and someone mentions my scent.
MR: A good fragrance can be simple or exude sophistication. It’s a journey combining style, personality, and sensory expression that enhances my imagination and personal space.