BORN IN ROMA pays a tribute to both haute couture and street culture that coexists in Maison Valentino designs. Then Magnolia Nobile burst into bloom in in 2009, a celebration of that voluptuous spring flower, inspired by ‘the gardens of majestic villas along Lake Como, graced with magnolia trees’. We’re almost there, just imagining it. There are so many other wonderful Perfumes from the 70s such as, Clinique Aromatics Elixir by perfumer Bernard Chant, Oscar by perfumer Christian Bastard-Lafitte for Oscar de la Renta in1977, Lauren created by perfumer Bernard Chantby for Ralph Lauren also in 1977, Ciara by Revlon in1973… but for now we will just keep it to our top ten The BORN IN ROMA creation started with a dialogue with Valentino’s native city: Rome. The streets of Rome are full of the memories of the past. A symbol of free thought, a city where cultures and aesthetics layer on the walls. Reverence and irreverence collide. The fragrance was worn by stylish men, movie stars and those who understood luxury. (And borrowed, we suspect – as now – by many of the women in their lives.) The chic hand-made Art Deco bottle, then, graced many a smart bathroom shelf – and by the 1960s, it was a ‘best-kept secret’ shared by those-in-the-know. Rich in Sicilian citrus (bergamot, lemon, bitter and sweet oranges), this sparkling creation unfolds to a heart of lavender and Bulgarian rose, on warm, woody base notes – a formula that’s never changed, to this day.

Anais Anais by Cacharel a fragrance created for women 1978, this was the first perfume created by them. Or! has it to do with ‘Zeitgeist’– the defining spirit or mood, of what people feel and what is happening in the world. Diorella a fragrance by Christian Dior, for women brought to the market in 1972. Created to symbolises the spirit of freedom of the 1970s. THE COUTURE HEART NOTES: The luxurious notes of Damascan rose essence creates a blooming and luminous femininity combined with the airy, yet tender freshness of Peony.

PERSONALISED GIFT WRAP

Born in Roma Yellow Dream is inspired by the iconic golden sunrise of Rome, known as the Golden hour.

It is hard to think of Fashion in the 70s without ‘Saint Laurent’ springing to mind, as Yves Saint Laurent was himself synonymous in revolutionising the landscape of 1970’s fashion. Is it bell-bottoms which were a staple., or words like ‘Groovy and Flower Power’. How about T.V. programs such as Starsky and Hutch, The Dukes of Hazzard and Charlie’s Angels. Chanel No. 19 perfume was first marketed in 1971. The number 19 was chosen to commemorate Coco Chanel’s birthday, the 19th of August. The perfume was launched just a year before she died, and the scent was created by Henri Robert. Well, you must also remember that in the 70’s Men wore ‘Aftershave’, and these great Fragrances that came to epitomise this era are so iconic, that we have decided that they deserve a separate article all to themselves.

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Alongside the main collection, though, there’s Blu Mediterraneo. If Acqua di Parma‘s ‘Parma yellow’ collection is all urban elegance, this is a seaside vacation in Capri, or a walk in a cool, Tuscan forest: outdoorsy, breezy, reflecting (as they put it) ‘a casual, hedonistic and natural part of the Italian lifestyle’. But most of all, Acqua di Parma is about bottling shareable, wearable fragrances which are – quite simply – scented works of art, in their own right… Opium another of the iconic perfumes created for Yves Saint Laurent in 1977, it caused quite a stir at the time with its controversial name and ad campaigns.

It wasn’t until 2003 that Acqua di Parma offered an alternative to its classic original: Colonia Assoluta, with all the freshness but delicately tart touches. Since then, the collection has grown, slowly, with care lavished on each new creation to ensure it embodies that Italian spirit – and signature Italian ingredients. BORN IN ROMA fragrances are tailored for people living their life freely, while embracing their heritage.

SELFRIDGES GIFT BOX

Recently style from the 1970’s has begun to resurface, open a magazine or fashion blog post, and you spot the odd fringe, frayed denim and where would we be without flares. THE COLOUR TOP NOTES: Hand-harvested in Calabria, southern Italy, bergamot essence awakens the senses with its radiant and sparkling initial impression, energized by fizzing, zesty notes of Italy’s primofiore lemon. This celebration of colour highlights the energy and joie de vivre of the modern Valentino woman. Rive Gauche a women’s perfume launched by Yves Saint Laurent in 1971, remembered by many for it’s all-aluminium silver and cobalt blue striped bottle.