In 1972 when the unknown Italian designer Laura Biagiotti presented her first minor collection of women’s clothing, no one could have predicted that within 30 years her name would be synonymous with perfumes and fashion, and that she would have become one of the leading fragrance manufacturers of her generation.

Biagiotti created clothing that women wanted to wear. In the 1970s with the fashion for loose fitting, lightweight printed items, Laura Biagiotti’s gorgeous dresses and other items were an immediate hit. She was known for producing dresses using the finest materials such as cashmere, and this, coupled with the way that her clothing was designed to move with the wearer meant that the clothing was a huge hit in the discos, where it became synonymous with the throwaway glamour of the era.

Laura Biagiotti’s later designs became more and more influenced by the art that she collected and explored, and as such have become more and more stylized, and gradually moved closer to what her over riding desire and conceptual clothing ought to be like. The lines that are produced by Laura Biagiotti are increasingly blurring the lines between art and fashion, and are supremely elegant and attractive.

With new menswear lines under the Uomo label and her daughter’s knitwear range, the Biagiotti fashion house is incredibly successful, but it is in the world of perfume and fine fragrances where the company has really shone in the last few years.

The journey from clothing to perfume has been a natural one for many fashion houses, but few have achieved the transition with quite the same levels of panache as Biagiotti perfume has done. The fragrances are inspired by traditional Italian flowers and given names that refer to places and emotions that are evoked by the scent when it is worn properly.

Lines such as Venezia and Laura Biagiotti Roma are inspired by the romance of these cities, and are ideal for evening where, while the lighter Sotto Voce is, as its name would suggest, a more unassuming fragrance that will appeal to younger women. The signature fragrances, Laura for Women, and Laura Biagiotti Uomo are strong and powerful aromas that are strident and underline the confidence of the brand.

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