To mark its 110th anniversary, Acqua di Parma unveils The Art of Living Italian, a cinematic campaign that honours the Maison’s enduring philosophy of elegance, craftsmanship and the quiet beauty of everyday rituals. Shot in Parma—the historic birthplace of the brand—the campaign is a poetic meditation on l’Arte di Vivere, brought to life through the presence of Michael Fassbender and Italian actress Sabrina Impacciatore.
A Return to Parma, Where It All Began
Founded in 1916 by Baron Carlo Magnani, Acqua di Parma was born from a desire to express a distinctly Italian idea of refinement—sunlit, effortless and understated. Parma, long regarded as the heart of Italian perfumery and a symbol of slow living, provides the perfect backdrop for this anniversary campaign. Here, culture, craftsmanship and daily life intersect naturally, echoing the Maison’s values of restraint, quality and presence.
Rather than looking back nostalgically, The Art of Living Italian reframes Acqua di Parma’s founding vision within a contemporary context. The campaign positions Arte di Vivere not as a set of rules, but as a shared sensibility – one that values human connection, attentiveness and the pleasure found in small, meaningful gestures.
Two Perspectives on Italian Living
Chosen to embody these values, Michael Fassbender brings a discreet yet magnetic presence to the film. Moving through Parma with quiet curiosity, his pauses, gestures and gaze reflect an intuitive understanding of the Italian way of life. Alongside him, Sabrina Impacciatore offers a contrasting energy—expressive, luminous and unmistakably Italian—introducing warmth, humour and spontaneity.
Together, they create an unspoken dialogue that unfolds through rhythm and observation rather than words. As Fassbender notes, “Sophistication, beauty and elegance lie in simplicity. For me, that is what personifies Italy and brings Italian philosophy to life. It is embodied in its food, culture and art. Acqua di Parma’s Colonia captures that essence within a fragrance.”
Shot on film by British director Talia Collis and photographed by Brett Lloyd, the campaign favours atmosphere over perfection. Spanning six short episodes and one feature film, it invites viewers not to emulate, but to observe—to rediscover joy in the seemingly ordinary.
Fragrance as a Continuum of Elegance
At the heart of the campaign lies Colonia, Acqua di Parma’s iconic fragrance, first created in 1916 and still synonymous with Italian elegance today. To celebrate the milestone, the Maison introduces Colonia Profumo Millesimato, a limited-edition reinterpretation crafted around an exceptional 2024 harvest of Ylang-Ylang White from Nosy Be in Madagascar. Shaped by rare climatic conditions, the ingredient reveals an unusually luminous, complex character.
Alongside Colonia and Colonia Il Profumo, the new Millesimato forms a trio distinct yet deeply connected—each offering a different expression of the same timeless identity. Much like Italian living itself, elegance here is not fixed, but continuously reinterpreted through time.
Living with Attention
More than a fragrance campaign, The Art of Living Italian is a manifesto. It reminds us that true refinement lies in knowing when to pause, when to speak, and when to let life unfold without force. Italy, the film suggests, doesn’t ask you to become Italian—it simply asks you to pay attention.
After 110 years, Acqua di Parma continues to celebrate a way of living where simplicity and sophistication coexist, and where joy needs no justification.
Colonia Il Profumo Millesimato £250 (100ml)
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