Jijide

Founded in 2016 from a conversation between friends, Jijide was created around the belief that perfume can communicate beyond language and cultural boundaries. Its name, pronounced Jījí de, comes from the Chinese 积极的, referring to a positive attitude toward life. Rather than dividing fragrance into traditional masculine and feminine categories, the house uses scent to explore individuality and the experiences people share across cultures.

Collaboration sits at the heart of Jijide. Its original Personality Collection, created with perfumer Maurizio Cerizza, translates eight different emotions and states of mind into olfactory portraits, while the Dialogue Collection brings together emerging artists from different cultural backgrounds for a year-long creative exchange. Its newer Conversations Collection goes even further, bringing together perfumers, students, producers, and cultural research to reinterpret unusual raw materials and the meanings attached to them.

Jijide is proudly Made in Italy, with its production concentrated within a 50-kilometer radius of Milan. At its core, the house treats fragrance as a conversation rather than simply a product, using perfumery to celebrate different perspectives, emerging talent, cultural exchange, and the beauty that can come from understanding one another.