Instead of holding a usual runway show as part of Milan Fashion Week, the Laura Biagiotti’sdesign house said they are organizing an exhibition in the Everlasting City on Sept. 13, prior to Italy’s fashion week starting off on Sept. 22.

After blending visually and physically the elements, the show will be displayed on Capitoline Hill, one of the seven hills of the area, home to the City Hall and one of the company’s icons in helping to rebuild.The Italian house also contributed to the restoration of the sloping road designed by Michelangelo Buonarroti on Capitoline Hill, as well as the fountains on Piazza Farnese via the scents of Roma and Roma Uomo by Laura Biagiotti Parfumes.

Since parading the Laura Biagiotti autumn 2020 range behind closed doors last February on the last day of Milan Fashion Week as the COVID-19 pandemic erupted in Italy, the company is now dedicated to “restart in one of the most beautiful squares in the world, following all safety guidelines…to prove that fashion is not only about spectacles or events but most of all an engine of our economy,” Biagiotti Cigna concluded.