This Earth Month, a quiet revolution is taking root. At its center is model and environmental activist Arizona Muse, and the message is simple yet radical:
Regeneration is not optional. It’s the way forward.
In a new film released by DIRT Charity, Arizona Muse shares a story not just about soil — but about reconnection. Reconnection to nature, to our choices, and to the impact we all carry as consumers and creators.
At Viti Vinci, we’re proud to be a partner in that story.
A Movement Rooted in Soil
DIRT, founded by Arizona Muse, is not just a charity — it's a call to action. Its mission: to regenerate the Earth’s soil through biodynamic agriculture, especially in industries like fashion, beauty, and fragrance that depend on natural materials.
Through funding, education, and system-level advocacy, DIRT is helping farmers and producers transition to regenerative growing practices — ones that return nutrients to the soil, capture carbon, and honor the land rather than deplete it.
Their goal? To establish regenerative standards for all raw materials — ensuring that what we grow can also return to the Earth, safely and naturally.
The Film: Beauty With Depth
In DIRT’s new video campaign, Arizona Muse shares her personal awakening — from a career in high fashion to a purpose in environmental justice. It’s not a marketing piece. It’s a mirror.
Shot in natural landscapes and narrated with poetic urgency, the film reminds us that soil is the foundation for life — and that climate solutions can (and should) begin right under our feet.
You can watch the full video and support the cause at the DIRT Earth Shop.
Why Vitivinci Supports DIRT
As a brand rooted in nature, Viti Vinci believes that luxury can be circular, intentional, and regenerative. Our fragrances are crafted with wild-sourced botanicals, biodynamic principles, and a reverence for the land they come from.
Partnering with DIRT is a natural step. We share a belief that sustainability is more than a label — it’s a system, a practice, and a responsibility.
Together, we hope to help shift fragrance, and all sensory culture, toward a future that gives back more than it takes.
How You Can Be Part of It
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🌱 Watch the film on dirt.charity
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🛍️ Support the movement through the Earth Shop
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🧴 Choose regenerative and natural products from brands committed to conscious creation
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🗣️ Share this story — because the more people know, the more we can grow
Conclusion: A New Standard of Beauty
This isn’t just about soil. It’s about redefining what beauty means.
Arizona Muse, DIRT, and Viti Vinci are part of a larger shift — one where aesthetics, sustainability, and emotional depth are no longer separate ideas.
This Earth Month, we invite you to join us — to choose products that restore, to tell stories that matter, and to plant something that lasts.
Because real beauty starts where life begins: in the soil.
