TThe activities scheduled at the MBW 2025 are very painful. I woman awaits you with her talks and experiences, as well as beauty brands with their special initiatives.
Also Friend It will be present, with the exhibition Iris – At the root of beautya photographic exhibition created in collaboration with Academy of Perfume and the Italian Society of Iris. An intimate and powerful exploration of the concept of beauty, through the shots of young emerging photographerswho have told the relationship between body, identity, memory and representation.
A project that combines aesthetics and reflection, and that aims to shift attention from surfaces to roots: What do we call beautiful? What does that perception come from? Iris tries to respond with images that speak without filters. In a nutshell: an event to be put on the agenda.
The charm of the flower of the Iris. (Getty Images)
IRIS – At the root of beauty, the friend of friend at the Mbw 2025
Designed by Academy of Profumo in collaboration with the Italian Society of Iris, the exhibition turns into a sensory journey that accompanies visitors within the soul of the flower. The ESSENCIRE houses that have joined the initiative reveal the invisible side of the Iris: that of the olfactory, rare and hypnotic notes, which for centuries have fascinated the author’s perfumery.
To make the experience even more immersive is the gaze of the friendly magazine, which through a refined photographic setting captures the Iris in all its metamorphosis: elegant, mysterious, fragile and powerful at the same time. An intertwining of perfume and image that returns to the public the magic of a flower capable of embodying, truly, the essence of beauty.
From 17 to 21 September 2025 at Palazzo Bovara, Milan, free access
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