“THOSE WHO RUSH TOWARDS THE FUTURE FORGETTING THEIR PAST, LOSE THEIR IDENTITY"
The story of Luisa Spagnoli is a story of women, of vision, courage, and creativity. It is the story of a brand born from a woman’s determination and, to this day, preserved and guided by a woman.
Today, the company is led by Nicoletta Spagnoli, heir to a heritage built not only on style and elegance but also on deeply rooted values: the ability to innovate without betraying one’s origins, to give voice and space to female talent, and to transform an idea into a symbol that bridges modernity and tradition.
Under her direction, the brand has strengthened its bond with Italy while embracing the world, speaking to new generations of women without losing the authenticity that has always distinguished it.
From this vibrant and dynamic present, the story turns back in time, to the origins of a dream that began nearly a century ago — when Luisa Spagnoli, a pioneering and visionary entrepreneur, transformed her intuition into a business destined to leave an indelible mark.
1877-1928: THE VISIONARY ORIGINS
Founded in 1928 in Perugia by the visionary Luisa Spagnoli, the company revolutionized the knitwear industry with angora. From the creation of Bacio Perugina to timeless sartorial elegance, her legacy lives on today through Nicoletta Spagnoli, a symbol of boldness and female leadership.
Born Sargentini, Luisa Spagnoli was a pioneer of Italian female entrepreneurship. In 1922, she invented the famous Bacio Perugina, a stroke of genius born from the creative reuse of chocolate-processing remnants — a gesture that blended innovation, sustainability, and brilliance.
This is how Luisa and Annibale Spagnoli began to devote themselves to the production of chocolates and sugared almonds, which later led to the creation of ‘La Perugina – Cioccolatto e Confetture’.
1928 – 1952: THE BIRTH OF THE MAISON
After her success in the confectionery industry, Luisa founded a fashion line centered on the innovative use of angora — a warm, luxurious fiber. By the late 1920s, she had already recognized its potential and launched her knitwear business, paving the way for what would become a significant sector of Italian manufacturing.
Knitwear, then as now, has been the soul of every collection. The pieces that made the brand’s history — angora garments and knitwear in general — remain an essential part of today’s collections.These were the years of the first refined knitwear pieces, laying the foundation for a thriving industrial enterprise with international visibility.
When Luisa Spagnoli passed away prematurely in 1935, leadership of the company was taken over by her son Mario Spagnoli, inheriting her creativity and imagination, he transformed Luisa Spagnoli into a true company. While preserving the craftsmanship and refined taste of artisanal products, Mario expanded the prestige and recognition of the brand in both domestic and international markets, giving the business the structure of a modern industry.
The vision of Mario Spagnoli was to establish a dedicated retail network exclusively for Luisa Spagnoli creations. The very first boutique opened in Perugia in 1940, soon followed by Florence, Rome, Venice, Naples, and Milan securing the brand’s presence in the most prestigious streets and squares of Italy’s major cities.
From there began an unstoppable journey of growth and affirmation. Under Mario’s leadership, the company became the largest and most advanced knitwear industry in Europe.
In 1960, Mario’s son Lino Spagnoli was appointed CEO, bringing with him a forward-looking culture of strategic marketing.
Thanks to his vision, the retail network expanded: between 1965 and 1985, ninety new stores were opened, alongside numerous investments in technology to ensure the company could respond swiftly to an ever-evolving market. In 1967, Luisa Spagnoli became a joint-stock company.
With Lino’s untimely passing, Nicoletta Spagnoli assumed leadership. She initiated a vital brand restyling and developed a new line designed to appeal to a younger target.
CREATIVITY, PASSION, TIMELESS ELEGANCE: THE MILESTONES OF LUISA SPAGNOLI
Nicoletta Spagnoli, who still leads the company today, continues to carry forward a dream born many years ago — with the same enchantment and unwavering passion.
From its foundation, Luisa Spagnoli — deeply rooted in the Umbrian region — has made quality its highest value and ultimate goal. The brand’s garments are recognized as unique and original because they embody a balance between tradition and innovation, local heritage and international vision. For Luisa Spagnoli, quality means selecting the finest yarns and fabrics and maintaining rigorous control over every stage of production.
Today, the skilled hands of Umbrian artisans transform impeccable designs into flawless garments. Craftsmanship — another cornerstone of the maison — is expressed through the hundreds of people who dedicate themselves each day to transferring their expertise into every dress, cut, and stitch.
A virtuous circle that has proudly contributed to the growth of the entire Umbrian manufacturing sector.
THE COLLECTIONS: ELEGANCE AND FEMININITY
Every Luisa Spagnoli collection is designed to celebrate femininity and the natural elegance of every woman, no matter the occasion or moment of the day.
The product always takes center stage, telling a story of meticulous choices — from design to tailoring, enhanced by skilled artisanal craftsmanship.
Luisa Spagnoli dresses the feminine, sophisticated, and contemporary woman. The brand does not chase fleeting trends but anticipates them, guided by creativity and by listening closely to the needs of its clientele. This approach ensures continuity of style — one that seamlessly blends history, tradition, trends, and the evolution of the market.
LUISA SPAGNOLI TODAY
In February 2024, Nicola Barbarani Spagnoli, son of Nicoletta Spagnoli, was appointed Executive Vice President. With his entry into the company’s governance, a new generational energy takes shape — one that looks to the future with the same passion and determination that have always guided his family. His mission is clear: to consolidate and accelerate the brand’s international expansion plan, bringing Luisa Spagnoli’s elegance and values to new markets.
A pivotal step in this journey was the internalization of the E-Business & Omnichannel Department, aimed at strengthening the brand’s digital presence and aligning it more closely with its identity. This department represents the beating heart of the company’s international transformation: it merges technology, creativity, and strategy to deliver a borderless experience to clients worldwide — where physical and digital meet in perfect harmony.
Through e-commerce and omnichannel initiatives, Luisa Spagnoli can now connect with a global audience while preserving the direct and personal relationship that has always defined its bond with women who choose the brand. A decisive step toward building a solid future — rooted in tradition yet projected toward new horizons.
