A new fragrance by Gianfranco Ferre was announced as a project which does not turn to the past or to fragrant notes that used to be offered by this house, but its concept follows fashion trends. The new strategy of the house includes cooperants who try to combine architectural forms with concept of the new fragrance. Fabien Baron, as creator of the flacon, has shown this fragrance in shape of bowl, with small gaps, which suggest tactile feeling of its tissue. In the beginning of 2010, the edition for women will be joined by a modern masculine fragrance, and a fragrance for younger generations afterwards. Composition of perfume In The Mood for Love incorporates bitter orange, magnolia, white rose, amber and woody accords. Perfumer is Maurice Roucel.