STYLE

Ferragamo Attimo Launch: Who Hit The Fete In Style? (PHOTOS, POLL)

07/01/2010 08:46 am ET | Updated May 25, 2011

Fashionistas flocked to Wednesday night's Salvatore Ferragamo Attimo Launch at Le Bain at The Standard Hotel in NYC. The face of the fragrance, Dree Hemingway, was there alongside a buzzed-cut Agyness Deyn, Irina Lazareanu, Elie Tahari, Vladimir Restoin Roitfeld, Vito Schnabel and more, many boasting Italian last names.

Check out who was at the party and what each wore to this summertime bash.

"Attimo is extremely important for us, because it's a jump into a younger generation," Ferragamo CEO Michele Norsa told the Huffington Post at the party. "Dree [Hemingway] is the perfect testimonial for the brand, because she's such a nice, fresh personality. She is a fantastic girl, she's special, and we are really so proud that we have her."

Norsa, who acknowledged that "launching a fragrance last year would have been difficult," described the fragrance as "classical" and said that "it lasts a little longer and is a little more intense, so it could also be appealing for an older generation."

What's the significance of the name Attimo, which means a moment?

"Everybody told us that we needed to have an Italian name even if people don't understand what it means," Norsa said. "Italian is a language that inspires, but it's also the idea of a moment of happiness."

Giovanna Ferragamo, the daughter of Salvatore Ferragamo and the company's Vice President, said that for her Attimo represents the moment when she is finally ready to leave the house.

"It's something that really gives the final touch once youre dressed, youre almost ready, you want to leave the house," she said. "Just before, that attimo...that's the attimo when you are ready, the final touch."

What does she think the new fragrance means for the brand bearing her name?

"It means many more years from now!" she said.

Attimo hits Ferragamo stores (and Bloomingdales) later this month and will roll-out to other stores nationwide in September.

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