I've never been to Milan, so I'm not able to envision Via Verri, the location of the first Etro boutique. I'm aware, at least, that Milan is a style capital, so I understand Etro's premise that its latest fragrance release, like the Etro brand and Milan itself, embodies "a hedonism expressed through the refined codes of beauty, good taste and simple elegance."
Via Verri 2010, launched in October 2010, includes notes of bergamot, iris, rose, jasmine, white pepper, cardamom, amber, and musk. This is the third iteration of Via Verri: Etro featured limited edition fragrances under the same name in 2006 and 2008. (For a useful summary of all three versions, with photos, see this write-up on Perfume Shrine.) My first thought, upon sniffing Via Verri 2010 from a paper blotter, was that this fragrance should have been released for spring rather than autumn. When I tried it on my skin, I became even more convinced of this idea. Via Verri opens with a zingy lemon-bergamot note, and its central phase is a cluster of green notes that evoke wet, leafy vines dusted with some peppery dirt. (This facet of Via Verri is very similar to Diptyque Eau de Lierre.)
Via Verri stays androgynous through most of its development, as the vines gradually part to reveal a long-lasting layer of transparent woods and sharp, sheer musk. In the dry down, some flowery notes make a discreet appearance: I detected notes of delicate tea rose and airy jasmine petals, but they're light and spare, so that the overall fragrance never turns floral. For such a watercolor-like scent, Via Verri remains on the skin for an unusually long time. It could most likely be worn by men as well as women, particularly in warmer weather when no one wants to burden herself or himself with a heavy fragrance.
Dianthus is still my favorite Etro perfume, and for something grassy and bright in the Etro line, I'd probably choose the more traditionally feminine Viccolo Fiori (which puts its floral notes up front). However, I did enjoy sampling Via Verri 2010 very much. It feels right for the early, early days of spring, it fits comfortably (if only temporarily) into the Etro range, and it's stylish in a crisply casual way.
Etro Via Verri is available in 100 ml Eau de Toilette ($155); for purchasing information, see the listing for Etro under Perfume Houses.
Note: top left and right images are secret garden #7 by Grevel via flickr and At last, the garden [cropped] by bryangeek via flickr; some rights reserved.
Great rewiew, as always!!! Your impressions are so well expressed!
Thanks, Moore! Glad you enjoyed it.
Sounds lovely. I must make my way over to Etro to get a sample of this (and maybe a couple of others).
KRL, There are some gems in the Etro line… I’m surprised it isn’t discussed more often.
Me, too! My favorite is Shaal Nur, but I love and own Anice and Palais Jamais, too, and Vetiver and Viccolo Fiori are lovely, as well. Used to enjoy and admire Messe de Minuit, but I understand it has been reformulated recently, and I haven’t tried the new, supposedly tamer version. Certainly, an underrated line — thanks for the review, Jessica.
Ah, Shaal Nur… another good one.
I think the reforumulated Messe de Minuit is somewhat easier to wear than the older one, though certainly still requiring a special something to pull it off, since it’s a straightforward incense (not tampered by anything else, like woods or fruits or something). I found the new one worked better on my husband than on me. The older one has more citrus and is not so dry, but it also is too heavy and gothic in tone.
Interesting! Thanks, Ceelouise!
Jessica – I know, and they are generous with samples, too. I adore Heliotrope! I have a a decant and a couple of samples, but if I didn’t, it would be FBW…I do wish the discounters had this one, Fragrance net hasn’t had it for months and months…
Oh, Heliotrope! That was the first Etro I tried. So sweet and Play-Doh-ish (which I like).
Thanks for the review. Definitely will try this one out for a spring fragrance.
Perfumelaydee, do try it, if you have a chance!
It took me a few samplings to realize that I really love the Etro line. I now own FBs of Ambra, Dianthus, Palais Jamais and Gomma and a large decant of vintage Messe de Minuit. To me they are a slightly less sophisticated than Hermes. That’s not meant as an insult. Though I love the Hermes line, some of their fragrances play off a bit too haute on little ol’ bourgeois me. I like the more boho route Etro takes. I don’t know if Via Vierri will be a purchase. It sounds a little too wispy for my chemistry – kind of how Hermes Voyage was. I think I’ll be looking for vintage Magot, Viccolo Fiori and Shaal Nur first.
LaMaroc, I know *exactly* what you mean about Hermes. I admire fragrances like Caleche and 24, Foubourg, but I feel as though I’m just not elegant and polished enough to wear them! Etro is chic but a little more bohemian, as you said.
Dear Jessica,
thank you very much for the thoughtful link, much appreciated 🙂
And yes, the Etro line is unfairly unsung. Beautiful review.
It was a very helpful post for me to revisit, since I missed the earlier two versions of Via Verri! Thanks. 🙂
Shaal Nur, Palais Jamais and Messe de Minuit are my old favs. I added Gomma last year, which is a cousin of Pd’E Cuir Ottoman, but less sweet and smokier. (I like to think of it as spaghetti western cowboy leather 🙂 )
I’ve never tried any of the florals or Via Verris. Based on the Etros I do know, I wish this brand were more widely available.
That’s it! Spagetti Western leather. You totally nailed it, nozknoz! 🙂
Ha! Well done. 😉
Etro is widely available in Europe. We are not getting our fair share in the US! Why do Europeans buy more perfume than Americans? We buy more of everything else…consumer culture and all…
I wouldn’t mind seeing it distributed a little more widely in the US… then again, I respect them for staying somewhat “exclusive”!
Sounds very lovely. Thanks for the review, J.
My pleasure!
Sounds really nice! It sound like it would work well in spring. I really have not explored this line. Thanks for the review, Jessica.
I went through a big Etro phase at one point, and Via Verri is inspiring me to revisit the line!
Nice review, Jessica. I like the sound of this one. It’s also nice to meet another Dianthus fan! I have that one and Shaal Nur, and I covet Anice.
Viva Dianthus! and Anice is such a good warm-weather anise fragrance.
this sounds beautiful. All I’ve tried from the Etro line is Etra which I’m quite fond of and have enjoyed wearing during this winter/spring indecisive weather period. I should look into trying this as well. Thanks for the review!
I’ve sampled Etra; it’s quite intriguing!!
I bought this last month from The Perfume Shoppe in Vancouver and it is just the perfect thing for spring! I’m a fan of Etro fragrances and I do own Viccolo Fiori but the Via Verri 2010 was love at first sniff. Excellent review Jessica, “stylish in a crisply casual way” was exactly right. Have you tried Pegaso? It has that same stylish quality. Thanks again for the review. We are lucky here in Vancouver as The Perfume Shoppe carries the entire Etro line.
I need to try Pegaso! We’re lucky in NYC, having two places to try/buy Etro fragrances… plus the actual Etro boutique, which I’ve never been quite brave enough to enter! 😉
Where are the places where you can try/buy Etro fragrances in NY? I don’t live there but I often visit family there, and sometimes I’m able to break away to go sniffing!
Minger,
The places I’m aware of are Aedes de Venustas, Bergdorf Goodman, and (I assume) the Etro boutique at 720 Madison Avenue. If anyone knows any other locations in NYC, do chime in!
https://freebox.it.com/2008/03/16/bergdorf-goodman-shopping-for-perfume-in-new-york/%3C/a%3E%3Cbr /> https://freebox.it.com/2009/12/12/aedes-de-venustas-shopping-for-perfume-in-new-york-city/%3C/a%3E%3C/p%3E
Etro fragrances are so underrated! I wish they were more widely available and accessible.
Me, too! I just learned that Bergdorf Goodman recently stopped carrying the line. A shame…