One of the highlights of Pitti Immagine Uomo 110 was SCENT COUTURE, the event hosted by Gabriele Pasini together with Pantheon Roma, Zhor and Memory's to celebrate the launch of Exclusive Couture, the new limited-edition fragrance born from the encounter of different creative worlds.

Held at the Zhor boutique in the heart of Florence, the event welcomed buyers, journalists, industry professionals and international guests, creating an atmosphere that authentically expressed the dialogue between tailoring, artistic perfumery and aesthetic research.

More than a fragrance, Exclusive Couture represents the meeting of distinct creative sensibilities, each preserving its own identity while contributing to a shared vision. This narrative unfolds not only through the scent itself, but also through the elements accompanying it: an exclusive denim-inspired scarf and hand-painted packaging created by artist Mauro Roselli, whose artistic contribution transformed every box into a unique piece.

The evening confirmed the growing interest in projects capable of moving beyond the traditional boundaries of menswear, embracing a broader universe where culture, craftsmanship, fragrance and art coexist naturally.

SCENT COUTURE was therefore not simply the presentation of a new fragrance, but the tangible expression of a shared vision built around creativity, dialogue and continuous exploration.