I wouldn’t say Summer 2017 has exactly been a washout, just it certainly wasn’t a vintage Summer nor will it go down in the record books in any way as a corker. So if you want to prolong, or in some cases start, your Summer, I have the perfect Elixir for you, well fragrance. Genuinely, if you want the scent of the most perfect Summer’s day captured and bottled as a fragrance Acqua di Parma‘s new Colonia Pura is just for you, yes you.

Created as a modern interpretation of their classic, signature scent – the Colonia Pura expresses both the refined heritage of the brand and a fresh modern masculinity. Colonia Pura can claim a proud tradition of refinement and style. Just like the original Colonia of Acqua di Parma, the new Colonia Pura really does manage to captures the joy, cultivation and warmth of the unique Italian way of life. It is an exclusive, masculine scent made for men, with contemporary sophistication and elegance. Created with a youthful edge and a lighter approach to freshness, Colonia Pura is the perfect fragrance for a new generation to discover and delve into the luxury world of Acqua di Parma. With this new approach Colonia Pura is based on the wonders and richness of nature. Sky, sun and picturesque Italian landscapes are a core part of its heritage and source of strength. This is why Colonia Pura was created and packaged with sustainability in mind.

The scent of the new Colonia is warm and sunny with bright citrus hues, inviting natural surroundings and intriguing urban settings. Just like its name, Colonia Pura has a minimalistic aesthetic that focuses on the purity of joy and its modern interpretation.

Crisp and sunny bergamot, combined with juicy orange notes and delicate petit grain accents, brings new light and air into the classical citrus structure of Colonia. Next comes a seducing and alluring vital energy at the heart. The oral lusciousness of narcissus and jasmine absolutes blends with the spicy notes of coriander in an unexpected balance. The warm and sophisticated accents of patchouli and cedar wood encounter at the base the delicate, yet persistent white musk notes. The result is a luminous dynamism that celebrates life, inspires and opens up new vistas of expression.

This new way of thinking is continued as part of the accompanying Ad campaign where the brand has employed the skills, as an ambassador to head up the campaign in the form of British male Supermodel Will Chalker and in unison with the characteristics of this new fragrance he is joined in the campaign alongside his wife Chloe Chalker and their son Arthur Chalker.