Fragrance house

1916

Acqua di Parma was founded in Parma in 1916 by Baron Carlo Magnani, who created Colonia for personal use and a small circle of loved ones. The brand’s public identity is tied to Parma and Italian cultural heritage, combining traditional craftsmanship with modern artistry. Colonia has been its hallmark since inception, its composition unchanged; its Art Deco bottle dates to the 1930s, and the fragrance achieved international success in the 1950s after attracting Hollywood actors filming in Italy. After difficult years in the 1970s and 1980s, Diego Della Valle, Luca Cordero di Montezemolo, and Paolo Borgomanero acquired the brand in 1993 and initiated its revival. In 2003, the trio sold Acqua di Parma to LVMH. In 1999, the brand launched Profumo, its first women’s fragrance, and marked its centenary in 2016 with cultural events in Parma, including performances, exhibitions, readings, and books.