Fodor's Expert Review Pro Fumum

Started in 1996, Pro Fumum (also seen as Pro Fvmvm) has become a cult classic in Italian fragrance design. Each of its 35 unisex scents comes with a poem that describes the intention of the artisans. The philosophy here is that smell can trigger memories more powerfully than any photo, so the pricey-but-worth-it fragrances are created to evoke experiences like walking through a forest or listening to a thundering Roman fountain. Top sellers include Acqva e Zvcchero, Fiore d'Ambra, Thvndra, Volo Az 686 (named after a direct flight from Rome to the Caribbean), and Ichnvsa.