NEW YORK (September 30, 2024) – Sergio Soldano celebrates its past and future in a limited exhibition in Cannes, and Genoa, Italy, officially opened on September 29. The “Tableau D’Art” encompasses brand heritage established by designer Sergio Soldano in the mid-20th century, while charting a new path for the revived Italian heritage fashion brand. The exhibition offers a taste of forthcoming Sergio Soldano fashion collections and a first look at the brand’s new visual identity, revealed to the world simultaneously in Cannes during the prestigious TFWA World Exhibition & Conference at the Palais des Festivals et des Congrès, and in Genoa at the Palazzo Imperiale.
Sergio Soldano Creative Directors Giovanni Premoli and Dario Di Bella: “It is only fitting that Sergio Soldano’s brand revival should begin in Genoa. We are thrilled to reveal the extensive work done on this logo, and a little insight into the upcoming collection which not only fully represents the DNA of Sergio Soldano but also tells a story of territory and Italian heritage. We wanted to start again from the territory, making the bond this historic brand has had and will continue to have with Italy—and particularly with Genoa—inseparable.”
The chic “Tableau d’Art” exhibitions presented by Sergio Soldano outlines a vision for the brand’s future in visual terms. In addition to the new logo reveal, the Soldano Creative Directors highlight the excellence and craftsmanship that will be the common thread of the upcoming collections. The “Tableau d’Art” presents a preview of two oversized, hand-painted sketches from the upcoming Sergio Soldano Women’s Fall/Winter 2025-2026 Collection, as well offering a glimpse into Premoli + Di Bella’s creative process, starting from the creation of paper prototypes.
Genoa – Palazzo Imperiale
From September 29 to October 13, 2024, all visitors to the Palazzo may admire the Sergio Soldano “Tableau d’Art,” displayed at the entrance adjacent to the staircase leading to the 2nd Piano Nobile, Saloni delle Feste.
Raoul Bollani, Director of Palazzo Imperiale: “There is a deep bond between Sergio Soldano and Genoa. That is why Palazzo Imperiale, the heart of the city, was chosen as the ideal and essential location to present the new Sergio Soldano Brand to the world. I am happy and proud that this historic venue, part of the Palazzi dei Rolli circuit, will be where this contemporary and timeless symbol takes flight.”
Palazzo Imperiale, a UNESCO World Heritage Site since 2006, stands in the heart of Genoa, directly connected to the San Lorenzo Cathedral. Built in the second half of the 1500s by the noble Imperiale family and still owned by their direct heirs, it is one of the most prestigious and representative buildings in the city. Between the 16th and 17th centuries, it hosted royals and ambassadors from the most important European monarchies visiting the Doge on official visits. Sergio Soldano opened his first boutique in Genoa – and the revived Sergio Soldano brand remains headquartered in the city today.
Cannes – TFWA World Exhibition & Conference
From September 29 to October 3, 2024, visitors to the TFWA World Exhibition and Conference may view the Sergio Soldano “Tableau d’Art” at the Desire Holding Group exhibit (booth GO 10, in the Golden Village).
Antonio Lemma, CEO of Desire Holding: We are excited and eager to unveil the new Sergio Soldano logo and to do so simultaneously in two exceptional settings, Cannes, and Genoa. The new logo is the result of a creative process and months of collaboration between our Creative Directors Giovanni Premoli, Dario Di Bella, and the Symbol Artisan, Sergio Bianco. The new logo conveys the codes of inclusivity, ethics, modernity, and historicity that Sergio Soldano aims to communicate through its collections and reflects the brand’s philosophy and path of exclusivity.”
The Sergio Soldano Logo
The letter S reflects its counterpart, forming the symbol of infinity. This logo gives life to limitless decompositions, Grecian patterns, and woven motifs. It was created by Sergio Bianco using the Logogenesis method, which he himself founded and applied. Within the logo, one can recognize the cross of the Republic of Genoa, where Sergio Soldano opened his atelier, as well as the light and dark tones of the marble from the San Lorenzo Cathedral and Genoa’s noble palaces. The symbol also reveals the shape of an anchor, while the horizontal S represents the sea’s waves. In the upper part, the logo encloses the handle of a treasure chest, as if the brand’s history were beginning anew with the magic of a rediscovered trunk.
HISTORY OF THE SERGIO SOLDANO BRAND
Sergio Soldano made his official debut in 1968, drawing inspiration from his ancient and noble Tuscan lineage to fuel his passion for fashion. He created typically Italian fashion pieces for high society figures worldwide, including Liz Taylor, Ursula Andress, Gina Lollobrigida, Raquel Welch, Grace Jones, Joan Collins, Barbara Bouchet, Monica Vitti, Virna Lisi, Laura Antonelli, Sydney Rome, Serena Grandi, Mara Venier, and many other stars, socialites, and icons of the era. Sergio Soldano presented his haute couture collection in Rome and his ready-to-wear collection in Florence and was one of the first brands to showcase collections at “Milano Collezioni.” Soon after, the brand’s fashion shows took place in New York, Tokyo, Paris, Frankfurt, Moscow, Montreal, and Munich, gaining a global following for its geometric style, vibrant color palettes, and iconic collections like “La donna cigno” and “Le mille e una notte.” Sergio Soldano also played a key role in shaping the mid-century modern aesthetic.
Sergio Soldano demonstrated an innate ability to celebrate and flatter the female figure. He became known as “the new man of fashion,” celebrated for his boundless creativity. His designs graced the covers and pages of countless fashion magazines, and he became a cultural force, appearing as himself in several films. Many films have featured Sergio Soldano’s creations, including the famous poncho worn by Liz Taylor in “Zoe & Company,” the iconic cloak worn by Laura Antonelli in “La Divina Ninfa,” the dresses worn by Virna Lisi in “Bluebeard” with Richard Burton, and the costumes in “Scent of a Woman” starring Vittorio Gassman.
Sergio Bianco states: “I met Soldano when I was young. The encounter and dialogue with Creative Directors Giovanni Premoli and Dario Di Bella inspired the idea of the Symbol reflecting itself in its opposite, in an evolutionary sense. In them, I found creativity and geometry, pure passion, and deep knowledge. It will be a memorable journey.”
ABOUT SERGIO SOLDANO
Italian heritage brand Sergio Soldano was established by designer Sergio Soldano in 1968, gaining global renown and a high-society following. His influential couture fashions, marked by geometric designs, vibrant colors, and figure-flattering collections, made an indelible mark on mid-20th-century womenswear. The historic fashion house was acquired by Desire Holding Group in 2024, and now helmed by Co-Creative Directors Giovanni Premoli and Dario Di Bella, will build on Soldano’s legacy with an emphasis on Italian heritage, couture craftsmanship, premium materials, and a bold design vision for the 21st century.
ABOUT DESIRE HOLDING GROUP
Desire Holding has consolidated its presence in the international beauty scene, backed by years of previous experience in production and distribution of well-known brands within the U.S. market, including Ferrari, Jacques Bogart, and having signed exclusive licenses with Bill Blass, Katy Perry, Jesse McCartney, Carmen Electra and Rampage, among others. Today, Desire Holding Group also holds exclusive licenses for Liu-Jo, Head, Tonino Lamborghini, Alfa Romeo and Sergio Tacchini with other new signings soon to be announced as part of the Group’s Premium Division expansion. Italian subsidiary Desire Fragrances S.r.l. was officially established in 2020 and later acquired by Desire Holding.
For more information, visit desirefragrances.net.
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