Andiamo by Princess Marcella Borghese, a division of Revlon, debuted in 1970—a moment when the fragrance industry, much like the world around it, was undergoing transformation. The name Andiamo is Italian, translating to “Let’s go!” in English. It is pronounced "AHN-dee-AH-mo." This single word is charged with energy, spontaneity, and a zest for movement. It evokes images of carefree travel through sunlit landscapes, impulsive decisions made with joy, and a desire to experience life fully. For an Italian-born aristocrat like Princess Marcella Borghese, whose brand was steeped in European elegance, the name Andiamo would have felt modern, youthful, and imbued with both personal and cultural meaning.
In 1970, Western culture stood at the edge of a dramatic shift. The optimism and upheaval of the late 1960s had begun to settle into a new era of experimentation and self-expression. The world was moving away from the rigid formality of earlier decades and embracing freedom—political, sexual, and creative. In fashion, the silhouettes became more relaxed, bolder in color and pattern, and influenced by global aesthetics. Maxi skirts, bell bottoms, suede, and bohemian prints became hallmarks of the period. Natural beauty was celebrated, and individuality was emphasized. In perfumery, this shift meant exploring more unconventional, evocative scent profiles.