AMAFFI has just unveiled its partnership with international musician MOMO. The luxury perfume house and the beloved member of K-Pop sensation, TWICE, join forces in what AMAFFI describes as an “uncompromising dedication to beauty, individuality and the art of creation”. As a muse who bridges cultures and generations, MOMO embodies the essence of AMAFFI — bold yet refined, rare yet universal. Much like music, fragrance is a showcase of personal taste while also being a universal form of expression. This creative union is marked by a global advertising campaign that is set in motion with an exclusive launch to be unveiled in New York in May 2025
Conceived by founder and president of the company, Madame Amaffi, these luxurious perfumes are all created in Grasse, France with meticulous care — using only the rarest natural ingredients sourced from around the world. Each fragrance is presented in a unique crystal bottle — a sculptural work of art —reflecting the brand’s commitment to the old art of perfumery with artisanship and quality at its core.
“MOMO embodies the spirit of our brand,” said Didier Ambroise, managing director of AMAFFI. “Her warmth, radiant energy and genuine love for self-expression reflect the essence of AMAFFI. We believe in the power of fragrance to connect — emotionally, spiritually and culturally.”
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For MOMO, this partnership is equally personal. “I’ve long admired AMAFFI for its dedication to artistry and quality,” the global star shared. “Their fragrances are profoundly evocative, celebrating creativity and elegance. I’m honoured to represent a brand that resonates deeply with my values.”
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Luxury Fragrance for a New Generation
Having MOMO on board is a strategic move on AMAFFI’s part by introducing a storied Maison to a new generation of potential consumers. Beyond her music career, MOMO’s fashion-forward style and growing influence in the world of beauty and lifestyle make her a prominent figure in the entertainment landscape. In a market where the definition of luxury is constantly evolving, this collaboration stands as a testament to the power of cultural resonance. With boutiques in London, New York and Singapore, AMAFFI has always aimed to create more than just perfume but rather sensorial masterpieces that reflect the spirit of their wearers. Now, with MOMO as a muse, the brand is poised to reach a broader, younger audience eager for experiences that are as personal as they are luxurious.
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For more information, head to AMAFFI’s official website here.
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