Lavinia Biagiotti Cigna at the Milano Fashion Global Summit in Shanghai

The Vice President of Biagiotti discusses the first Italian fashion show in China and brand strategies

Lavinia Biagiotti Cigna was delighted to accept the invitation of Class Editori to speak at the Milano Global Fashion Summit 2010, which was held on Friday, October 29, in Shanghai.
The Summit gathered together top entrepreneurs and other distinguished figures from the worlds of fashion and finance to discuss and exchange opinions on new opportunities and challenges in a constantly evolving market.
Lavinia Biagiotti Cigna’s speech, with the theme “Pioneers in China”, discussed the long and fascinating adventure that allowed Italian fashion to discover China, and vice versa.
“It all began back in 1987 when the Minister of Culture invited my mother Laura to present a fashion show in Beijing. Therefore, on April 25, 1988, we had the honor of arriving in the land of the Celestial Empire and introducing Italian fashion. We had a sincere cultural and social interest in this extraordinary civilization, and we had an intuition that China would have become what it is today, especially Shanghai which, with the global success of the Expo, has shifted the heart of modernity eastward,” said Lavinia Biagiotti Cigna, Vice President of Biagiotti Group. She added, “It was thrilling to watch the 1988 documentary about our event in Beijing that was shown during the forum and to see the rapid, epochal change that China has experienced in the past 22 years. This is the fascinating challenge that we face each day: presenting our brand to affirm superb Italian production as a new way to simultaneously express culture and enterprise, through a continuous search for beauty and added value not only based on luxury and wealth, but on ‘intellectual elegance’.
We achieve this through the pursuit of quality in collections made of materials like cashmere and silk that are leading products of China and are used in comfortable and creative women’s clothes, accessories, childrenswear, and more. These items bring beauty into the daily lives of men and women, like our ‘Roma’ fragrances that are extremely popular around the globe, also thanks to their evocative power tied to the allure of the Eternal City.
For Biagiotti, Fashion & Art are an essential combination, and the emotional factor is an increasingly important ingredient. Italy is, by its very nature, a “dream factory”, also through fashion. It immediately makes people want to have a taste of the Italian lifestyle, if only through the use of a product. Fashion with a capital “F” is the art of predicting what the public will want and making the superfluous necessary.
As the third generation running our company, I eagerly and passionately accept the challenges of the future, such as expanding our business in this extraordinary country, which newly appreciates clothes as a way of expressing one’s individuality and has learned to love Italy through fashion.”