Venezia by Laura Biagiotti - the 'Queen of Cashmere' a.k.a. the 'Queen of Roma' on her love of Venice

The Laura Biagiotti VENEZIA fragrance has been relaunched – it differs from the original version – but still has the same inspiration, playing homage to Venice, the world’s most ‘artistic’ city

On her website Laura Biagiotti explains that Venezia isn’t just an expression of pure contemporary femininity, but also a love letter to a city she is particularly enamoured with. Venice is a magical place, which inspires her, fascinated her and one simply has to fall in love with it.

Thanks to her perfume Laura Biagiotti has proven herself to be true patron of the arts: the large curtain at Teatro La Fenice, which was caught in the 1996 fire, was reconstructed. The luxurious green velvet, embroidered with thousands of blossoms in gold thread, is considered to be one of the most beautiful stage curtains in the world.

The fragrance’s commercial was shot in the lagoon city and unravels a modern fairytale, which sees are and romance merge into one, with new Italian cinema star Margareth Made in the leading role. Star hair and make-up artist Gabrielle THEURER c/o GoSee Member BASICS took care of her looks on set.

The spot is also available in 3D, enabling the viewer to dive into magical Venice and to spend a night dreaming in the lagoon with Margareth. Venezia’s return is being avidly followed on the internet, website, blogs and the most popular social networking sites.

"It is with great satisfaction and joy that we salute the return of Venezia, a true “legend” that evokes unique emotions. Passion blends with art and fairytale for an unforgettable sensorial voyage, also through the Internet that has eagerly awaited Venezia and demanded its return. This exceptionally beautiful city is not the setting but the soul of the project. In this regard, after having sponsored the stage curtain of the La Fenice Opera House, I’m discussing with Mayor Giorgio Orsoni new projects to sponsor theatre in Venice,” declared Lavinia Biagiotti Cigna, Vice President of Biagiotti Group.

The Venezia Eau de Parfum was first launched in 1992 and was an oriental fragrance for women, distinct through ots very heavy and woody notes. Laura Biagiotti Venezia 2011 hit stores in September 2011 as an Eau de Parfum Spray in 30, 50 and 90 ml bottles.

In the 1970s the ‘Laura Biagiotti’ brand established itself as one of the most famous in Europe. Biagiotti’s feminine cashmere collections won her the ‘Queen of Cashmere’ title. Her most famous creation is surely the world famous ROMA perfume.

Since her husband has passed away, the business has been run by daughter Lavinia (* 12. October 1978). Lavinia had originally planned to study Medicine like her father, but is now in charge of overseeing the maternal business. Both live in a castle together in Rome.