Merry turnout yesterday at the presentation cocktail of YOU FIRST PURA RINASCITA, hosted by SMEG’s concept store in Milan. The new brand, operating in the segment of luxury and niche fragrances, marked the debut of its first collection of fragrances for both body and home, focusing on a sophisticated design and on the excellent quality of the products, completely made in Italy. During the event, the collection of “storie di rinascita” (“tales of rebirth”, n.d.t.) has started, through the written contribution of the guests. The storytelling activity will continue on YOU FIRST’s digital channels.