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D esire Fragrances’ main focus at TFWA World Exhibition & Conference this year is the international development of two major fragrance launches: C’EST MOI! by S.T. Dupont and MORSO by GCDS. They are very different brands and projects, but both have significant international potential and distinctive stories to tell. “Beyond fragrance, Cannes is also an opportunity to showcase the continued development of Sergio Soldano, our proprietary fashion brand, through a dedicated experiential space presenting a new travel-focused line of accessories and small leather goods, alongside selected highlights from the Fall/Winter 2026-2027 collection,” explains Antonio Lemma, CEO, Desire Holding. “Our objective is to use Cannes not simply to present new products, but to accelerate international partnerships, strengthen our relationships with existing distributors and retailers, and identify new opportunities for our brands across global markets.” Desire Fragrances’ two major launches for Autumn 2026 are C’EST MOI! by S.T. Dupont and MORSO, the first fragrance by GCDS. C’EST MOI! brings S.T. Dupont’s distinctive heritage into a new contemporary fragrance expression and comprises two Eau de Parfum, for Her and for Him. The line translates the French Maison’s distinctive heritage into a contemporary fragrance concept, from the compositions to the sculptural bottles inspired by S.T. Dupont’s iconic ‘Pointe de Diamant’ motif. MORSO marks GCDS’ debut in perfumery and is the Italian fashion brand’s first unisex fragrance. The project takes inspiration from one of GCDS’ most recognisable creative signatures, the iconic Morso heel designed by Giuliano Calza, translating its provocative and bold spirit into fragrance. The bottle itself becomes an integral part of the story, with a sculptural metallic gold structure inspired by the Morso heel. The fragrance explores an intense gourmand territory. “The Morso 18ml Travel Spray is particularly relevant to travel Desire Fragrances puts travel relevance at the heart of new launches retail because it sits at the intersection of fragrance and fashion: it is designed to be carried, worn and displayed, functioning both as a fragrance and as a charm or accessory attached to a bag or to complement an outfit, reflecting the distinctive GCDS approach to fashion and lifestyle,” says Lemma. Travel retail exclusives are an important tool when they offer something genuinely distinctive to the travelling consumer. “For us, however, the priority is not to create exclusivity for its own sake, but to develop formats and propositions that are particularly relevant to the travel environment,” Lemma shares. “This is why we are introducing 18ml and 10ml travel formats within our new fragrance portfolio respectively for Morso Travel Spray and the new C’EST MOI! line by S.T. Dupont. Smaller formats are increasingly relevant to consumers looking for convenience, discovery and flexibility, and the 2026 trend is supported by strong growth in mini and travel-size fragrance.” Indeed, travel retail is an important channel within Desire Holding’s international development strategy, particularly as it continues to expand its brands across newmarkets and engage with an increasingly global consumer. For Desire Fragrances, Lemma adds that Cannes is the most important trade event of the year. “It provides a unique opportunity to present our latest launches to international business partners, distributors and retailers, while at the same time meeting new contacts and developing new business opportunities. What I particularly value about TFWA is that it brings the international travel retail ecosystem together in one place. You can meet retailers, distributors and business partners from very different markets within a few days, which makes Cannes uniquely efficient for testing ideas, opening doors and accelerating international development.” GoldenVillageGO10/12 Tuesday 29 September 2026 42 T F W A D A I L Y