Fragrance house

Ludovica di Loreto

Lú by Ludovica Di Loreto is an Italian perfume house founded by Ludovica Di Loreto, a Roman perfume designer. Its creative concept connects her Italian and Roman heritage with her experience in Stockholm, expressing nostalgia for Rome through fragrance. The brand’s first recorded fragrances, Lú Lei and Lú Lui, launched in 2015; Lú Lei is a floral-fruity composition. In 2018, the house expanded with a Rome Collection whose mythological and Roman names included Lú Numen, Lú Cerere, Lú Iupiter, Lú Mercurio, and Lú Minerva. Di Loreto has also been identified as producing and developing perfumes within a Made-in-Italy fashion context.