Fragrance house

Sergio Soldano

Sergio Soldano’s fashion house was founded in 1968 by Tuscan designer Sergio Soldano. Its early work ranged from haute couture presented in Rome to ready-to-wear in Florence, followed by collections shown in New York, Paris, and other international venues. During the 1970s, the label became associated with geometric design, vivid color, and clothing intended to enhance the female form. After later fading from public view, the long-dormant Italian fashion and accessories brand was acquired in 2024 by Desire Holding SA through its Italian subsidiary, Desire Fragrances Srl, which became its owner with production and licensing rights. That year, Giovanni Premoli and Dario Di Bella, working as Premoli + Di Bella, were appointed creative directors, and the brand introduced a new logo linked to Italy, Genoa, geometry, and historical continuity. In 2026, Sergio Soldano presented a new visual language rooted in Italian art and emotional storytelling, with a future-oriented outlook.