Biagiotti Group Honors 60 Years of Italian Style and Family Legacy

A Legacy of Fashion, Family, and Innovation

The Biagiotti Group, founded on July 30, 1965, has celebrated six decades of remarkable achievements in the world of fashion, beauty, and enterprise. Lavinia Biagiotti Cigna, the current president and chief executive officer, reflects on the journey of the company as a story that spans three generations of women leading the brand. She proudly notes that the company remains family-owned and deeply rooted in Italian culture.

Lavinia's grandmother, Delia Soldaini Biagiotti, started the business as an atelier in Rome. Her mother, Laura, transformed it into an international brand, leaving a lasting legacy in the fashion industry. Lavinia credits both her grandmother and mother as key mentors, shaping her understanding of leadership and creativity.

Delia's story is one of resilience. Orphaned at 14, she worked to support her three siblings and eventually became a company manager. She later opened her own atelier, turning a passion into a successful business. Laura, who took over after her mother, became a pivotal figure in Italian fashion. Known for her expertise in luxury cashmere pieces, she launched her first namesake collection in 1972, collaborating with renowned designers such as Ottavio and Rosita Missoni, Walter Albini, Mariuccia Mandelli, and Gianfranco Ferré.

Laura was also the first Italian designer to present a fashion show in China, marking a significant milestone in the global recognition of Italian fashion. She continued to expand her influence, hosting events in iconic locations like the Grand Theater of the Kremlin in Moscow. In 2010, she received the title of Cavaliere del Lavoro, one of Italy’s highest honors, and became the first woman to be awarded the Premio Leonardo for her contributions to promoting Italian fashion worldwide.

When Lavinia took over the company in 2017, following her mother’s passing, she carried forward the legacy with determination. During the pandemic, she staged shows in historic Roman locations, including Piazza del Campidoglio, the Ara Pacis Museum, the MAXXI, and the Centrale Montemartini. These events highlighted her commitment to preserving cultural heritage while embracing innovation.

Lavinia’s passion for the arts stems from her parents, who collected works by Futurist artist Giacomo Balla. Their collection, now housed by the Fondazione Biagiotti Cigna, includes around 300 masterpieces. Laura also developed a close relationship with French artist René Gruau, whose illustrations have been featured on signature tote bags in the brand’s iconic red, black, and white colors.

The Biagiotti brand has also made a name for itself in the fragrance industry, launching its first perfume in 1982. The Roma and Forever lines gained widespread popularity, and the brand later partnered with the Angelini Group after a two-decade collaboration with Procter & Gamble.

In addition to her work with the company, Lavinia has invested in the Marco Simone castle, the brand’s headquarters near Rome. Her parents restored the medieval castle and built a golf course to protect the area from urbanization. Lavinia continues this vision as president of the Marco Simone Golf & Country Club, where she successfully brought the Ryder Cup to Italy in 2023, drawing over 271,000 visitors.

She is currently digitalizing the brand’s archives, which include 150,000 items, and restoring an antique Roman villa in memory of her mother. Lavinia also dreams of opening a resort, emphasizing the shift from ownership to experiences.

The Biagiotti Group has supported various landmarks across Italy, contributing to the restoration of sites such as the Cordoned Staircase of the Campidoglio, the Fenice Opera House in Venice, and the Palazzo Farnese Fountains in Rome. The brand has showcased more than 70 collections at the Piccolo Teatro in Milan since 1998. Lavinia is now planning a donation to the city of Milan.

"Rome is my roots and Milan has given me wings," she said, highlighting the deep connection between the brand and its Italian heritage.