Acqua di Parma marks its 110th anniversary by returning exactly to where it all began: Parma. And to do so, the Maison has chosen a face that embodies time, elegance, and restraint — Michael Fassbender. The new cinematic campaign is not a loud celebration, but a story told through subtlety, built on gestures, glances, and slow rhythms, perfectly in tune with the soul of the iconic Colonia fragrance created in 1916.

Alongside Fassbender is Sabrina Impacciatore, whose presence brings a deeply Italian authenticity and emotional counterpoint to a narrative made of refined everyday moments and understated beauty. Structured in six episodes and a main film, the campaign moves through Parma not just as a city, but as a state of mind — where streets, light, and rituals become part of the fragrance’s identity.

Directed by Talia Collis and shot by Brett Lloyd, the campaign translates the brand’s core values into images: a refinement born from simplicity, from taking time to do things well, from the art of living rather than showing off. Fassbender naturally embodies this quiet elegance, making the collaboration feel organic rather than strategic.
Ultimately, the campaign is not just about an anniversary. It tells a philosophy of life. And it proves that after 110 years, Acqua di Parma continues to rely on the same formula: style without noise, beauty without haste, and personalities that never need to raise their voice to be remembered.