Fragrance house

Visconti di Modrone

Visconti di Modrone is a Milanese family descended from Vercellino Visconti. The family name and the marquisate of Vimodrone emerged through the marriage of Niccolò Maria Visconti and Teresa Modroni, while Napoleon granted Carlo Visconti the ducal title in 1813. In Lombardy, the family developed an industrial and cultural presence through textile enterprises and involvement with Teatro alla Scala. Giuseppe Visconti di Modrone, born in Milan in 1879, extended this activity into perfumery after studying fragrance production and synthetic aroma materials. In 1921, he founded Gi.Vi.Emme in Milan, naming it from his initials; the company produced and marketed perfumes. Its early identity combined aristocratic and artistic references with industrial chemistry, pursuing original, emotionally suggestive fragrances with synthetic materials and natural musky elements. Gabriele D’Annunzio contributed to that identity, including the naming of Giacinto innamorato, while distinctive names, advertising, and bottles made by Venetian and Murano artisans shaped the presentation. Gi.Vi.Emme achieved significant exports to America in its early decades. After Giuseppe’s death, his son Edoardo took effective leadership during the 1940s. The family owned the company until the end of the 1970s, when it was sold. Acqua di Selva, launched in 1949, is the most renowned of Giuseppe’s listed creations.