Acqua di Gio by Armani was released in 1996 and, even today, a bottle is sold every five seconds in the world. In the perfume aisles have been sweeping for several years, marine trails, L'Eau d'Issey by Issey Miyake and Kenzo Homme.
In fashion, after the yuppie decade, fascinated by external signs of success, there is the great wave of minimalism and, already, a certain ecological awareness.