Andiamo by Princess Marcella Borghese was launched in 1970, a time of cultural transformation and artistic exploration. The name Andiamo is Italian, meaning "Let's go" or "Come on," pronounced "ahn-dee-AH-mo". It carries a sense of movement, excitement, and invitation, evoking images of elegant jet-setters, spontaneous adventures, and a confident embrace of life's pleasures. The choice of this name reflects a spirit of independence and glamour—qualities that aligned well with both the era’s shifting societal norms and the essence of Borghese’s brand.
Princess Marcella Borghese was an Italian aristocrat with a deep appreciation for beauty, luxury, and refinement. A member of one of Italy’s most historic noble families, she became a leading figure in the world of cosmetics and fragrance. Collaborating with Charles Revson of Revlon in the 1950s, she launched the Borghese beauty brand, bringing a distinctly European sophistication to American consumers. Her products, including perfumes, skincare, and cosmetics, embodied a blend of classical elegance and modern innovation, drawing inspiration from Italian art, nature, and the glamorous lifestyle of Rome’s elite.
The choice of Andiamo as the perfume’s name was a bold and evocative statement. In the late 1960s and early 1970s, women were embracing greater freedom, confidence, and individuality. The feminist movement was gaining momentum, and women were redefining their roles in society—entering the workforce in greater numbers, traveling independently, and expressing themselves through fashion and fragrance. Andiamo captured this spirit of movement and empowerment, suggesting an invitation to adventure, romance, and self-discovery. It reflected a woman who was both sophisticated and dynamic, unafraid to take the lead in her own life.
