Entry 53: Calabresella Perfume
- Basilia Staltari
- Jun 6
- 3 min read
Updated: Jun 7
Location: Calabria, Italy
Date: 1930s to mid-1960
CALABRESELLA - An Iconic Perfume
A young, Calabrese woman with long, wavy hair stands naked in a field, her shapely curves barely hidden behind stalks of wheat. Carefree and in harmony with nature, she dances with joy, surrounded by scented flowers in full bloom.
What a surprise to discover this “scandalous” and daring beauty featured on the cardboard packaging of Calabria’s most famous perfume: CALABRESELLA. Considering the era and the conservative mindset of southern Italians, it’s almost unbelievable, yet true! In stark contrast, the label on the enclosed bottle shows quite a different image – one that aligns with expectations. Here, a young woman is dressed in traditional clothing, complete with a headscarf. She is not looking for any attention. Instead, she stands quietly in a demure pose with a shy smile on her face, and hands gently clasped together.
CONCETTA TRIMBOLI - A Likely Scenario in Response to the Nude Figure
For more than thirty years, Concetta Trimboli’s favourite perfume was Calabresella, so she would have immediately noticed any changes to its packaging during this time. Although the image of the nude woman was nothing more than simple lines drawn in red ink, the mere thought of a female dancing naked in the outdoors was enough to make Concetta feel embarrassed and blush! In that uncomfortable moment, she understood what needed to be done:
“Focu meu!” exclaimed Concetta. “Chista scatula du profumu Calabresella ndavi na fimmina a nuda. Mo abrusciu prima ca vidunu i figghioli e u Sarvu.”
Concetta’s sole priority was to get rid of the box before her husband, Salvatore, or their impressionable daughters could see it - and fortunately, she had a simple and quick solution to this alarming problem. Without anyone noticing, she walked over to the ‘focularu’ and tossed the printed cardboard into the fire, watching it instantly being engulfed by the flames and disappear in a puff of smoke. Feeling relieved and at ease once again about her cherished fragrance, she placed the non-controversial bottle, with its modest label, on the dressing table in her bedroom, grateful that the original image of a Calabrese woman remained unchanged, and fully clothed.
In her younger days, Concetta used the perfume sparingly for herself. However, as her family grew over the years, a single bottle was shared with all her six daughters for special occasions. When it was empty, she would replace it with a new one, making sure this luxury item was always available for everyone to enjoy. Amid the lingering scent of citrus, this simple tradition filled her home with great happiness.
‘A Cuncia non si facia mancari mai u profumu Calabresella.’
EXTRA INFORMATION 1
Exploring the contents of this vintage box was like opening up a time capsule:
1. Cardboard box - inside the cardboard box was the perfume bottle wrapped in tissue paper.
2. Close up of female image printed on the tissue paper
3. The perfume bottle
The Calabresella perfume brand was far ahead of its time - imagery on its packaging, tissue paper and the label on the bottle portrayed the Calabrese woman as complex, diverse and contradictory, capturing vast personalities that range from sensual and free-spirited to traditionally conservative and shy.
EXTRA INFORMATION 2
Was there ever a home without a bottle of Calabresella perfume? If so, this would have been quite rare! In Western Australia, Calabresella continued to be the most popular perfume brand among migrant women from Calabria. Dabbed onto wrists or behind the ears, it was the signature scent of our mothers, sisters, cousins, aunts and grandmothers. Even today, the fragrance continues to spark memories of the women who used to wear it.
EXTRA INFORMATION 3
After visiting Italy, family members and friends returned to Australia with gifts of Calabresella perfume. Likewise, when relatives and friends from Italy visited Australia, they too arrived with gifts of Calabresella!
EXTRA INFORMATION 4
These two photos are taken 70 years apart and from two different cultures, yet the similarity is quite striking. Perhaps Diana was Calabrese in a previous life?
(The 1980 image was captured by photographer Tim Graham.)
EXTRA INFORMATION 5
Other styles of Calabresella packaging:
The mirrored dressing table illustrated on the box was known as ‘u cumu cu specchiu'. As practised by Concetta, it was the ideal place to sit your bottle of perfume!
Label on the perfume box states: 'Distillata dai fiori di agrumi Calabresi.'
Translation: Distilled from the flowers of Calabrian citrus fruits.
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