Attimo, the name of the new Ferragamo fragrance, is Italian for "moment," but make no mistake, it won't be gone in 60 seconds. "One attimo forever," Giovanna Ferragamo clarified. "It's going to last for long." Maybe as long as she has, Ferragamo joked, taking in the lay of the land on Le Bain's breezy rooftop. "This really is like a dream. I look around and I can see all New York, New Jersey. It reminds me of the very first time I arrived in this country many years ago, in the Cristoforo Colombo boat."
The brand is hoping a younger crowd will pick up the scent, one reason young Dree Hemingway is the face of the campaign. While she circulated with the campaign's photographer, Craig McDean, Patrick McMullan had his camera set up by a silk-sheeted bed and a pair of models, on hand for anyone who wanted to star in a little fashion shoot of their own—brave souls, considering how many professionals (including Irina Lazareanu and Agyness Deyn) were around.
Scarlet peony arrangements had been paired suggestively with red lighting throughout the space, but the fragrance itself remained elusive. "There's an awful lot of wind coming through—I can only smell traffic fumes," actress Lucy Punch concluded. Jewelry designer Gaia Repossi mentioned she was eager to have a whiff: "The fact that I generally don't wear perfume makes me a good person to judge it," she said. (While she was at it, she let it slip that she's currently repurposing discarded flip-flops from Africa for a "really cheap" jewelry collection.) Chiara Clemente, one of Repossi's three co-hosts, was inclined to give the storied house the benefit of the doubt on this one—she'd just read Salvatore Ferragamo's autobiography, and the Florentine shoemaker had managed to charm her from beyond the grave. "He says that all size sevens are aristocrats," Clemente said. "And I'm size seven."