A white dream that does not end here, Laura’s dream. White, because the Lady of cashmere – using New York Time’s description – is also the iconic Italian lady of soft colors’ looks, she loved so much that exclusive “Biagiotti white”, its “Mediterranean light” now entered in the made in Italy story among the colors of the flag.
Laura Biagiotti has gone out of the love of her 73-year-old in Rome, a heart failure and a heartbeat that stopped for a while the world of fashion, this happening has actually shaken the lifestyle story.
A full and elegant life, a sinuous wave of good taste to the feminine, feel and desire to create – which are now really rare or almost disappeared. Laura’s work is culture and research, choice of fabrics, quality and punctuality of performance and femininity that results into a unique style.
The story of Laura Biagiotti is the fable that really happened when Made in Italy managed to rip the fashion primacy of France’s cousins and raised the tailoring skills and the entire heritage of great creations in an excellence that is purely the actual Italian heritage. The protagonist of the birth of the luxury prȇt-à-porter that will become the best face of Italy, Laura and her dream preclude the times to win the primacy of Italian fashion exports.
If we want to summarize Laura Biagiotti’s greatness in his top ten moments, it would certainly not be easy to get started, but we probably should start off in 2015 with a flashforward of when she told the Corriere della Sera magazine that fashion for her was “a circus at three Slopes with the center of the lion and tamer arenas, on the left the jugglers and the trapeziers in front of the other.” A strong image of a world he had in his hands now.
The second top time is a tribute to her roots, the beginning of Maison Biagiotti when her mother Delia gave birth to the tailoring laboratory in Via Salaria in 1965. At that time Laura studied Christian Archeology but she decided to support in a systematic and passionate way the family business. The Roman atelier immediately became a point of reference for the great Roman customers and during a historic moment in which the whole world went to Paris to literally copy the work of the great Parisian designers, it succeeded in embodying and starting from his ideas of Elegance and style.
Laura had the fashion under her skin but she understood the importance of having a technical training, so she started working for big brands such as Schuberth (in 1966 her first collection), Baracco, Litrico: in the wake of these important stresses she decided to found with his husband Gianni Cigna the Biagiotti Export, she starts to export his creations (third top time).
Fourth time in Florence, in 1972 with the first fashion show: few dresses that captured the attention of everyone, especially the great criticism that immediately saw her changing the female figure to a modern, yet suffocating, fluctuating line, the doll woman which echoes in a conscious but never submissive femininity. Pacifying. So white and lines reflecting his aspiration to tranquility. It’s the beginning of the legend. Laura’s fashion designer, Laura woman and Laura Queen of elegance: she started the passionate family saga of love, fashion and detail – Lavinia, Laura’s daughter today works in the Family House.
1972 is a great year for a fifth great Laura moment: the intuition that changed everything: Laura decided to invest in the great excellence industry with the purchase of MacPherson’s industry in Pisa, here she sets a strong signal to national trends And transforms, modifies the material of its garments in a personal and purposeful way without abandoning that idea about clear colors of tranquility and essential line.
The sixth moment is the moment of the great intuition and courage of a relatively young Maison that understands that something is going to change and it decide to go towards the head of the new trajectory. With Krizia, Ottavio Missoni and Gianfranco Ferrè, Laura decided to move the fashion shows to a new location, opening up the golden age of Milan’s fashion capital.
But Laura never abandoned her Rome, she was in love with Rome, a feeling of love and veneration, such to give the city a precious collection of Giacomo Balla and to finance the restoration of the Theater of the Phoenix – without mentioning the great tribute to the Eternal City made through its perfume Rome. In 1980 the inauguration of the great manor house in the Roman countryside (seventh top moment), where he established his precious headquarters: home and work in a single large fashion temple. After all, the great luxury brands have not yet come into the focus of the business managers, and the Made in Italy wast still inside words like family, love, home, living room and laboratory.
In 1988 the eighth top peak in Beijing where she and thirty models brought Italy beyond the Great Wall. Laura with the cashmere collection became the first Italian fashion designer ever to travel to China.
Record that she made again 1995 (ninth top time) in Moscow when she went out of the majestic Kremlin walls, her photos and her models in Red Square came to page one of all magazines in the wake of Gorbachev’s opening to the west.
And in 1995, his tenth time with the nomination of Knight of Labor for the commitment and merits of a life dedicated to the work that has been able to bring Italy’s top excellence to the world.
Today, after thirty years of business, the brand Laura Biagiotti has a collection of prȇt-a-porter twice a year and licenses for collections of glasses, ties, foulards, handbags, shoes, jewelry, man and children collections. And then majolica of art and perfumes. Its showcases sparkle in the great metropolis of the world, from Rome, Milan, Venice, Berlin, Paris to Moscow, New York, Beijing, Bangkok, Seoul and Tokyo.
Laura and her creations grow, the world applauds her white and her smile because fashion doesn’t fix everything, but it makes it more interesting and sometimes it improves the world too.
CIAO , LAURA