The Italian niche perfume house of Milano Fragranze was founded in 2020 under the artistic direction of Alessandro Brun, who wanted to pay homage to the city where he was born and raised. According to Brun, he feels incredible affection for Milan because it shaped him to be the person he is today.
The Genius Loci or the “Spirit of the Place” was Brun's inspiration behind creating his brand with the vision of acquainting the world with some awe-inspiring places in Milano. Every fragrance focuses on a particular place but tells a human story. Millions of people have traversed the streets of Milan, and their memories have stayed with the long-standing inanimate structures around them. With its multifaceted personality, Milan is not easy to capture in a perfume bottle. However, Brun is on a quest to do so, one fragrance at a time.