Visconti di Modrone is a historic Italian brand deeply rooted in Milanese nobility and industrial tradition, primarily known in the fragrance industry for its iconic 1949 men’s cologne, Acqua di Selva. The company’s heritage is tied to the Visconti family, a dynasty that ruled Milan for nearly two centuries, with its modern industrial roots stretching back to the 13th century.
Fragrance Heritage and Acqua di Selva
The brand’s presence in the luxury market is defined by its commitment to classic Italian elegance.
Acqua di Selva:
Originally launched in 1949 (originally by Parfums Victor before being acquired by Visconti di Modrone in the 1970s), this fragrance remains the house’s most famous creation. Its name translates to “Forest Water,” reflecting its herbal-woodsy nature.
Olfactory Profile:
Classified as an Aromatic Fougère, Acqua di Selva features a blend of citrus, forest scents, and oakmoss.
Top Notes:
Lemon, basil, bergamot, rosemary, and lavender.
Middle Notes:
Pine tree, thyme, clary sage, geranium, and cloves.
Base Notes:
Peat, vetiver, cedar, and musk.
Target Audience:
It is designed for mature, refined gentlemen who enjoy herbaceous, “old-school” fragrances.
Industrial and Family History
The Visconti di Modrone name encompasses several historical and modern industrial achievements:
Gi.Vi.Emme:
Founded by Count Giuseppe Visconti di Modrone (father of legendary film director Luchino Visconti), Gi.Vi.Emme was one of Italy’s largest perfume houses in the 1920s and 30s. Giuseppe was heavily involved in creating perfumes and conducted some of Italy’s first nationwide marketing research for the brand.
Textile Manufacturing:
The industrial branch of the family, Duca Visconti di Modrone S.p.A., was the first in Italy to produce velvet and moleskin fabrics at its historic factory in Vaprio d’Adda.
Brand Iconography:
The brand’s logo is derived from the ancient family crest of the Visconti of Milan, featuring a serpent (the Biscione).
Key Products and Specifications
The brand maintains its legacy through a consistent line of Acqua di Selva grooming products:
Eau de Cologne:
Available in various sizes, including 100ml spray, 200ml splash, and large 400ml splash bottles.
After Shave:
A 100ml formulation designed to complement the cologne.