The Italian fashion house GCDS just made history and Rina Lipa is the face of it.
On November 12, 2026, GCDS unveiled Morso, its very first fragrance, in a celebration that turned Milan’s Pasticceria Alberto Magri into a golden, bite-shaped wonderland. Rina Lipa, the younger sister of pop star Dua Lipa, stepped into her first-ever beauty campaign and made it look effortless.
The scent itself is a warm, unisex gourmand. It opens with date, toasted hazelnut, and rum. The heart brings in jasmine, honey, and amber. The base settles into vanilla and incense. It’s cozy, a little sweet, and very much in line with GCDS’ bold-but-playful identity.
The name “Morso” means “bite” in Italian, a nod to the brand’s iconic sculptural heel. The bottle mirrors that edge: a glass vessel wrapped in a golden metal structure with fang-like details. It’s the kind of bottle you want on your shelf.
Perfumer Angéline Leporini spent two years crafting the formula. The campaign was shot in London by Daniel Sannwald, giving the launch a clean, editorial feel that fits right at home in any fashion magazine.
You can grab Morso on GCDS.com, at Douglas across Europe, and at Sephora in Eastern Europe. The fragrance is backed by a five-year deal with Desire Fragrances, with plans to hit up to 4,000 points of sale worldwide in year one.
And if you’re in Milan through November 19, the Morso-inspired cookie pop-up at Pasticceria Alberto Magri is still open. A small, sweet way to close out a big launch.
