“You only live once, but if you do it right, once is enough “ Mae West
Imagine for a moment you were born in Italy in 1877 to a fish monger and his wife. You marry at 21 and have four children, supporting yourselves with a grocery store. Do you imagine your name will one day influence an International chocolate company and create a fabric that will be the foundation of a global clothing brand under your name? This is the story of Luisa Spagnoliand this is how it happened.
The small grocery store acquired to support the family, began producing “drageés” — small, often colorful, hard shelled candies popular for decorating pastries. Eventually, in 1907, this led Luisa, her husband, Annibale, and partners to start a small company called Perugina. If you enjoy chocolate, you’ve no doubt, heard of it. The outbreak of WWI seven years later (1914), left Luisa to manage the business when her husband went off to war. Perugina survived the war and Luisa is credited with creating the Bacio Perugina, a “kiss” ( baci is Italian for kiss) of dark chocolate, hazelnut butter, chopped hazelnuts and topped with a whole hazelnut. It became an international hit and is still a favorite chocolate treat today. Perugina was purchased by Nestlé in 1988.
Annibale also survived the war but returned to the economic challenges of post war recovery.
Luisa’s natural interest in animal husbandry provided an unexpected path for supplemental income. The couple invested in both poultry and angora rabbits and Luisa began breeding. The angora rabbits would prove to be the foundation for the next opportunity.
Louisa recognized the angora fur could be woven into a high quality, soft fabric ideal for the rising interest in luxury after wartime sacrifices. Angora was to form the solid base for what would become a future clothing brand under her name. Lacking formal training in design, she turned to local seamstresses and experimented with creating garments for the growing market.
By 1928, ten years after the war, she officially founded her eponymous brand of clothing.
Initially known for the soft angora fabric, she quickly expanded her knitwear line to include jackets, scarves, dresses and coats, For the next ten years, until her death at 58 from throat cancer, she collaborated with designers of the era and showcased her designs at fashion shows and clothing exhibitions, always emphasizing elegant, classic styling and excellence in tailoring.
After her death in 1935, the brand was managed by her husband and son, Mario. They continued the practice of promoting the brand in fashion events, creating limited edition collections by collaborating with notable designers, partnering with retailers and on-line venues. Mario, in particular, assisted in moving from small, artisanal production to a modern, structured company with boutiques in all the major cities of Italy and Europe.
Since 2001 Nicoletta Spagnoli, granddaughter of Luisa, has been Creative Director. She has brought the brand forward by blending the classic elegance Luisa first established with contemporary trends, fabrics and aesthetics. Under her leadership, the brand has grown in modern femininity and sophistication.It’s popularity and reputation for excellence is reflected in the 193 standalone stores it now operates globally.
Nicoletta’s son – Luisa’s great grandson – Nicola, was appointed Executive Vice President in 2024. Thus, the company continues the family tradition of constantly innovating and looking to the future. Luisa’s unexpected, unscripted and unorthodox journey into the world of stylish fashion make it one of the most interesting and unlikely. Her determination, vision and entrepreneurial spirit has created an enduring International brand from a modest beginning in 1877!
Not a bad legacy for a fishmonger’s daughter who followed her own Purely Personal path and found lasting style and International recognition.
