When he took over the textile factory his father had founded in the Piedmont region of Italy in 1881, Nino Cerruti went straight into men's ready-to-wear. Known as "the youngest of the great classics," he opened the first Cerruti boutique in Paris in 1967, on rue Royale. The first women's line was born in 1976, in the same supremely elegant style that made the reputation of the men's line. Like the perfume, the advertising visuals pay tribute to the Cerruti tradition of using only the finest natural materials. That is why the perfumer chose a "fleur de lin" (flax blossom) note that is Nino Cerruti's, and his alone.