AMAFFI Debuts Its First Accessories Collection With Global Muse Francesca Hayward

AMAFFI, the luxury perfume house known for its highly concentrated fragrances in crystal flacons, has stepped beyond scent for the first time. The House has unveiled AMAFFI Belts, its debut accessories collection, and named Francesca Hayward — one of the most celebrated British ballet dancers of her generation — as its Global Muse for the launch.

The pairing is a logical one. AMAFFI frames ballet and craftsmanship as two disciplines that speak the same language: both begin with discipline, demand precision and turn countless hours of exacting work into something that looks effortless. Hayward, renowned for the expressiveness and delicacy of her movement, is the body through which the collection is revealed.

Photo Credit: Eric Michael Roy / CUTTINGBOARD

“I think the beauty of wearing a belt is that it changes the way that you hold yourself,” said Hayward. “It changes the way you feel about yourself, the way you present yourself and walk down the street.”

At the heart of the campaign is a series of short films and photographs celebrating Hayward’s physicality, strength and elegance. As she moves, Swarovski crystals catch the light and the 24-karat gold flashes with each turn. AMAFFI calls the films and stills the first chapter of the collaboration, which suggests more is coming.

“Francesca represents a kind of beauty that resonates deeply with AMAFFI — one born from discipline, individuality and an extraordinary devotion to craft,” said Didier-Alexandre Ambroise, Managing Director of AMAFFI. “There is such power in the way she makes precision feel effortless, and that spirit is at the heart of everything we create. As AMAFFI enters the world of accessories, we wanted to do so with the same artistry, emotion and uncompromising attention to detail that define our fragrances. Francesca brings these worlds together so naturally, and we are immensely proud to begin this new chapter with her.”

Photo Credit: Eric Michael Roy / CUTTINGBOARD

The belts themselves are handcrafted in the workshops of Tuscany. Each begins with Nappa leather or suede, hand-cut and stitched, then individually adorned with Swarovski crystals in shades chosen to complement the collection’s colors. A sculptural brass buckle plated with one micron of 24-karat gold sits at the center; a supple lambskin lining, an AMAFFI logo pendant set with Swarovski crystals and a removable second loop round out the details.

The debut collection comes in five colors: Colombian Emerald, a deep, jewel-like green; Moonstone, a luminous, ethereal shade inspired by moonlight against skin; Rubyheart, a vivid red; Champagne Gold, a shimmering nod to golden-hour radiance; and Black Diamond, an absolute black lit by flashes of crystal.

Photo Credit: Eric Michael Roy / CUTTINGBOARD

Plenty of fragrance houses license their name onto leather goods. AMAFFI went the harder route — Tuscan hands, real gold and a prima ballerina to prove the point.

The House has already built a habit of high-profile faces, from its fragrance campaign with F1 star George Russell; Hayward brings that same star power to a new category.

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