Laura Biagiotti by Laura Biagiotti was launched in 1982 in association with Betrix/Eurocos, as the first signature perfume by the renowned Italian fashion designer. The name—“Laura Biagiotti by Laura Biagiotti”—was deliberate and emblematic. It conveyed both authorship and identity, reinforcing the designer's personal vision in olfactory form. In Italian (pronounced LAU-rah BEE-ah-JOT-tee), the repetition of the name operates like a signature on a canvas, underscoring that this scent is not merely a branded product, but a direct expression of the designer herself.
At its core, the name evokes a sense of self-assurance, sophistication, and artistic authorship. It brings to mind images of minimalist elegance, clean lines, and soft femininity—an extension of Biagiotti’s signature style in fashion. Emotionally, it calls forth a feeling of introspective refinement, of womanhood distilled into something serene, cultivated, and undeniably European. The later renaming to “Fiori Bianchi” (meaning "White Flowers" in Italian) in 1991 further clarified its delicate floral profile, but the original name retains the weight of legacy and personal vision. As early as 1984, it was subtitled, "Fleurs Blanches" in a newspaper ad for Hess' department store.
Launched at the beginning of the 1980s, Laura Biagiotti by Laura Biagiotti entered a world in transition. The early '80s marked a move away from the excesses of the '70s and into a decade defined by assertive femininity and growing internationalism in fashion. This was the dawn of the "power woman"—shoulder pads, tailored blazers, and minimalist silhouettes were growing in popularity, yet there was also a parallel return to more romantic and traditionally feminine aesthetics, often led by Italian designers like Biagiotti herself.
