A new feature in this edition is a special area dedicated entirely to the world of cutting-edge perfumery. Within the Futuro Maschile section, Hi Beauty showcases a selection of independent brands representing a new wave that extends from Europe all the way to Asia.

Hi Beauty is born from the experience of Fragranze, the Pitti Immagine show dedicated to artistic perfumery and cutting-edge skincare, and captures the influences among genres that fashion retailers and concept stores around the world are increasingly interested in.