Salvatore Ferragamo is looking for girls who are embodying the vibrant nature of the fashion brand and are sharing its passion for style and upscale urban environment. The luxury fashion market player has launched a new initiative dubbed The Girls About Town as part of the promotion of its latest fragrance Signorina, “a subtly cheeky and fresh scent that celebrates chic girls who are timelessly modern and creative with a hint of audacity,” and is inviting everybody to join the movement. So far, the insider content on the website is shared by five female socialites, who are inviting audience into the world of glamour city life.

The new initiative is fronted by fashion model and the face of the new scent Bianca Balti and her friends, Rachel Chandler Guinness, Alexandra Richards, Theodora Richards and Lauren Remington Platt, who are sharing their thoughts and visions on the website, which was launched on March 26, by posting images of various things (a style look, a playlist, a breakfast in their favorite bistro, a note, etc.), which inspire them and make their days (and nights). The Italian brand is inviting girls to join this team, and also share their personal style references, hotspots, texts and inspirational images to give girls around the globe an insight into their life, which is beating to the rhythms of a big city. The content will also appear on dedicated channels and pages of Facebook, Twitter, YouTube, and Tumblr. The brand has also released a new video The Signorina Story directed by Phil Pinto, which is “weaving the story of Signorina through fashion and festivities.”

The brand is inviting girls to become guest The Girls About Town bloggers by Salvatore Ferragamo. To be selected, entrants are expected to be real signorinas—to make the right choice, the brand wants to know as much as possible about their personalities, so it asks to tell it about everything “from the coolest new art installation to your favorite restaurant that’s off-the-beaten path” that makes a girl to be a true signorina. They will be divided into two groups of five girls in each, and they will be contributing their stories and insights on a daily basis (they will take turns, seven days for each team).  Salvatore Ferragamo is also inviting girls to be among the first to digitally purchase the new fragrance and become “an interpreter of an iconic love”—to get to the page, just click the Enjoy Signorina Now banner in the bottom of the website page.