Fragrance house

Visconte Di Modrone

The fragrance business was founded in Milan in 1921, when Giuseppe Visconti di Modrone established it under the name GiViEmme, an acronym of his name. It grew from his work in perfumery and cosmetics and initially operated in connection with Carlo Erba’s perfumery section. Its creative identity joined distinctive perfume names with elegant glass packaging and collaborations with artists; Gabriele D’Annunzio was associated with naming some fragrances. GiViEmme achieved substantial success and exported to the United States. The family fragrance business remained associated with the Visconti name until heirs sold rights to several fragrance names in the late 1970s, and Kelemata acquired Visconti di Modrone in 1983. Its fragrance legacy includes Acqua di Selva, launched in 1949 and currently listed by Kelemata as a Victor fragrance within its portfolio, as well as Contessa Azzurra, identified as a Giuseppe Visconti di Modrone creation preserved within the historical GiViEmme legacy.