Ti Amo, Amore Mio!

Living in Italy, Parma especially with its tradition of Verdi's operas, is like surrounding yourself by culture the way other people in other places are surrounded by skyscrapers, Taco Bells or hay fields full of cows. It just isn't quite the same!
Italian artist and jewellery designer Hilde Soliani is one such person, lucky to live and breathe around quality.
She has created five original perfumes inspired by five flowers, communicating universal love through an acronym for "I love you" (Ti Amo in Italian):
T.ulipano (red bottle- floral fruity woody - unisex)
I. ris (lilac bottle- floral woody musk- feminine)
A.nemone (orange bottle- woody aromatic- unisex)
M.argherita (blue bottle- floral- feminine)
O.rtensia (pink bottle- floral woody musk- feminine)

Just how she started designing fragrances recalls La Forza del Destino: a journalist seeded the idea. Hilde is primarily an artist ~she designs jewellery, she paints, she plays in the Parma theatre, using her voice and her body to convey her feelings. What started in jest and on a dare however, essentially a private hobby, has now become her "job".

“During a press conference for my first line of jewellery, I showed a line of candles for Valentine’s Day that each included a gold and diamond daisy necklace inside. To wear it you would have to burn half of the candle. The journalist
asked me if the candle was perfumed and of course it wasn’t.”

That put the idea in her head and after a few years her dream was realised in a line inspired by flowers. Flowers talked to Hilde because they made her feel good, they made her house special. The dice was cast and the Ti Amo line began in earnest {for those who read Italian, click to read a great interview}.
Each "flower" is an abstract rendition, rather than a faithful representation of nature (a couple of them don't even have a particular scent and she is not interested in a photorealistic approximation by her own admission). Each reminds Hilde of a precious memory: Tulipano is a memento of her father's voice and warmth. Iris stands for Italian elegance. Anemone recalls the scent of the Parman theatre. Margherita symbolises her happy childhood. Ortensia reminds her of the kiss of her beloved grandmother.
The scents also tell a fairy tale, "La Mia Daisy", inspired by Soliani's grandmother's daisy creation: the fictional story of a girl named Daisy, a five-act play with the happy ending of a discovery of an enchanted place: a touch that makes us dream again, like children. As Hilde says: “I want to bring art into daily life.” She enjoys art which expresses itself in a childlike, playful character.

"My grandmother, who made fragrances herself, teached me how to smell and create fragrance since I was a child. During my business travells I always had nice experiences, nice emotions. I try to capture them by pictures but they don't smell of anything: that's why I wanted to recreate those feelings in scent".

Hilde art-directs the fragrances with the help of experienced perfumers in Milano and Grasse.

Tulips are often taken to be scentless, however the deep yellow varieties do possess a hint of primrose odor about them, which makes them not entirely wasted on those who hanker after odoriferous rather than merely decorative blooms. Upon smelling Tulipano I was surprised to find that it was described as a fruity floral; it had an intriguing bitter edge to it to make it truly unique. Luckily the usual aspect of most commercial fruity florals is missing. In our conversation, instigated by my interest in the line, she told me she likes to produce what she likes, not what focus grousp want, loyal to artisanal values. Hilde's vision of a tulip inspired by the Vulcano island in Sicily and its black beaches scattered with little red wildflowers has elements of freesia and blackcurrant, which is an interesting mix that plays upon the tart bitterness of the fruit to bring balance with the underscoring of sandalwood and cool vetiver, making it a fiery fragrance fit to be shared by both sexes.

"I am very gourmand and it is a nice experience to find the smell of coffee or something to eat inside flowers", Hilde divulged during our discussion. Her point is amply revealed in the opening accord of Iris, a fantasy suave mix of delectable Sicilian almond with the soft touch of iris and sandalwood, producing an easy, comforting fragrance which smiles a little inwardly and could even nibble on a macaroon or two. In the direction that Iris Ganache cemented with its gourmand touch on what is essentialy a bulby, earthy smell (that of iris root) and by smoothing out the rough, too bitter edges of popular Hypnotic Poison without resorting to too sweet however, Iris by Soliani manages to have a disposition that bypasses the metallic aspects of the raw material for an abstract powdery effect that makes even non almond-lovers, such as myself, swoon. Musky and almost vanillic, lightly honeyed accords surface making Iris particularly suited to people who have had bad luck with traditional iris scents.

I didn't need to hear that Margherita was inspired by a happy childhood. The fact projects from every pore. A solar, happy scent, much like intended, with its garlands of orange blossom and green-smelling muguet along with shamrock-like leaves which sing basking the sun. It never missed the chance to put me in a good mood ever time I wore my sample with its slightly carnation-like/ivy feel about it that could entice those who like an innuendo of spice. Pronouncely musky in a modern way it lends itself easily to a variety of occasions, making it a perfect everyday scent for when one wants to let their hair down and relax.
I found Ortensia a little sweet for my taste, with an emphasis on the sweeter aspect of white florals, white musks and cosy Cashmere Woods providing a green touch surprisingly upon drying down, yet pleasant as well.

Notes:
Tulipano: Bergamot, blackberry, lime, peach, kiwi, passion fruit, freesia, lily of the valley, jasmine, vetiver, sandal, oak musk, white musk.
Iris: lily of the valley, green accord, iris, jasmine, mimosa, sandalwood, white musk
Anemone: Orange blossom, tulip, ivy and galbanum, tuberose, lily of the valley, jasmine and cyclamen, white musk, vetiver and sandalwood.
Margherita (Daisy): Orange flowers, ivy leaves, galbanum, bluebell, honeysuckle, jasmine, lily of the valley, rose, tuberose, white musk, and ambregris.
Ortensia: Green accord, hortensia, ylang ylang, jasmine orange flowers, lily of the valley, rose, white musk, cashmere wood, and cedar wood.

The fragrances come in Eau de Parfum concentration with 14% essence and last very well. The boxes reproduce Hilde's paintings: a lively mixture of chromatic packages made with new print technologies on special paper. On one side of each Hilde has written her fairy tale, La Mia Daisy. The bottles bear the designer's elegant handwriting.

The Ti Amo line is currently sold exclusively at New London Pharmacy NYC (tel:212.243.4987 / 800.941.0490): 50ml for 75$
Hilde Soliani samples are now available for : 1 ml $3.50, 2.5 ml $7.00, 5 ml $12.00, 8 ml $19.20 at Fishbone Fragrances.

I can provide a couple of Tulipano samples for those who are quick enough to comment and claim them!

Perfume Shrine exclusive on the even more exciting Soliani New Line inspired by Teatro Reggio Parma: Soon on these pages!

Artwork by Hilde Soliani via the artist and artprocess.net