I've never been to Milan, so I'm not able to envision Via Verri, the location of the first Etro boutique. I'm aware, at least, that Milan is a style capital, so I understand Etro's premise that its latest fragrance release, like the Etro brand and Milan itself, embodies "a hedonism expressed through the refined codes of beauty, good taste and simple elegance."
Via Verri 2010, launched in October 2010, includes notes of bergamot, iris, rose, jasmine, white pepper, cardamom, amber, and musk. This is the third iteration of Via Verri: Etro featured limited edition fragrances under the same name in 2006 and 2008. (For a useful summary of all three versions, with photos, see this write-up on Perfume Shrine.) My first thought, upon sniffing Via Verri 2010 from a paper blotter, was that this fragrance should have been released for spring rather than autumn. When I tried it on my skin, I became even more convinced of this idea. Via Verri opens with a zingy lemon-bergamot note, and its central phase is a cluster of green notes that evoke wet, leafy vines dusted with some peppery dirt. (This facet of Via Verri is very similar to Diptyque Eau de Lierre.)
Via Verri stays androgynous through most of its development, as the vines gradually part to reveal a long-lasting layer of transparent woods and sharp, sheer musk. In the dry down, some flowery notes make a discreet appearance: I detected notes of delicate tea rose and airy jasmine petals, but they're light and spare, so that the overall fragrance never turns floral. For such a watercolor-like scent, Via Verri remains on the skin for an unusually long time. It could most likely be worn by men as well as women, particularly in warmer weather when no one wants to burden herself or himself with a heavy fragrance.
Dianthus is still my favorite Etro perfume, and for something grassy and bright in the Etro line, I'd probably choose the more traditionally feminine Viccolo Fiori (which puts its floral notes up front). However, I did enjoy sampling Via Verri 2010 very much. It feels right for the early, early days of spring, it fits comfortably (if only temporarily) into the Etro range, and it's stylish in a crisply casual way.
Etro Via Verri is available in 100 ml Eau de Toilette ($155); for purchasing information, see the listing for Etro under Perfume Houses.