Sergio Soldano - Sponsors Monaco's “Save The Rainforest 2025” Charity Gala

2025-05-19

Sergio Soldano Creative Directors Giovanni Premoli and Dario Di Bella in Attendance

Sergio Soldano, the heritage Italian fashion house renowned for dressing icons such as Grace Kelly, Liz Taylor and Raquel Welch, proudly served as Title Sponsor of the Save the Rainforest 2025 Charity Gala, organized by Borneo Wildlife Preservation. The event took place on Saturday, May 17, at the Salle d’Or Ballroom of the Fairmont Monte Carlo in Monaco, a glamorous charity gala supporting the non-profit organization’s mission to protect the rainforests and conserve our planet’s biodiversity.

The event marked one of the first high-profile public appearances by new Sergio Soldano Creative Directors Giovanni Premoli and Dario Di Bella, since their appointment by Desire Holding SA, through Italian subsidiary Desire Fragrances Srl. With this sponsorship, the house also revives its historic ties to Monaco.

Co-Creative Director Giovanni Premoli stated: “Maestro Soldano had a special connection with Monaco and the Royal Family. In the Maison’s historical archives, there are photographs of his encounter with Her Serene Highness Princess Grace of Monaco. By taking part in this important event, we honor and reignite that bond with the territory, the Royal Family, and the wonderful people gathered to support this noble cause.”

To affirm the newly revived Italian fashion house’s commitment to the cause, each gala guest received a Sergio Soldano “Koral” silk foulard, featuring a coral and chain print on fine Italian silk. The black chain, a distinctive motif of the Maison, frames stylized coral branches as a visual warning: human action is imprisoning nature, forcing it into a constant fight for survival against climate change. The foulard is presented in three colors: turquoise, pink, and golden yellow. Each piece evokes the brand’s commitment to Made in Italy craftsmanship, artisanal excellence, and bold, forward-looking design.

“Our work as designers is not merely transactional, but rather immersive. We want to bring customers and collectors into the story and make each new Sergio Soldano acquisition a ritual act of joy,” stated Co-Creative Director Dario Di Bella: “There is no better stage to share this vision than the Save the Rainforest 2025 Charity Gala in Monaco. These foulards tell a vital story of interconnection. We hope that every time they are worn, the bearer is reminded to do all in their power to help preserve the beauty of the world that surrounds us.”

The “Koral” silk foulards were presented within new Sergio Soldano packaging, revealed to the world for the first time at this event. The bold and structured packaging, crowned by the Sergio Soldano logo, also bears the Creative Directors’ signatures and features a square box and a rigid shopper bag with braided rope handles and a sophisticated striped ribbon. Within, the brand’s poetic and powerful mantra “Fashion is Joy!” is revealed in a vibrant pattern that perfectly balances geometry and color, in an elegant, Mediterranean yellow-gold that evokes the light and materiality of Italian tradition. The monochrome outer and lively interior affirms the designers’ belief that true beauty is often hidden within - it must be discovered.

Antonio Lemma, President and CEO of Desire Holding Group, adds: “We were thrilled to unveil the new packaging and the first Sergio Soldano foulard in Monte Carlo, an iconic stage that perfectly reflects our brand values: sophistication, identity, and the culture of beauty. The creative work led by Giovanni Premoli and Dario Di Bella is exceptional, they are shaping a refined and elevated project that goes far beyond fashion and style, transforming the brand into a deeply emotional and sensory experience, grounded in storytelling, which speaks to our past and future.”

The History of the Sergio Soldano Brand

Sergio Soldano officially made his debut in the fashion world in 1968, drawing on his noble Tuscan lineage to inspire his passion for style. He created quintessentially Italian fashion pieces for high society figures around the globe, 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 collections in Rome and his ready-to-wear lines in Florence and was among the first designers to showcase collections at Milano Collezioni. Soon followed runway shows in New York, Tokyo, Paris, Frankfurt, Moscow, Montreal, and Monaco, where he gained international acclaim for his geometric style, bold color palettes, and iconic collections such as “The Swan Woman” and “One Thousand and One Nights.” Soldano was also a prominent figure in defining the look of mid-century pop art fashion. He demonstrated a unique ability to celebrate and flatter the female form and became known as “the new man of fashion,” renowned for his boundless creativity. Sergio Soldano’s designs graced the covers and pages of countless fashion magazines—and he himself became a cultural presence, even appearing as himself in various films. Numerous movies featured his creations, including the famous poncho worn by Liz Taylor in “Zoe & Company,” the iconic cloak worn by Laura Antonelli in “La Divina Ninfa,” the elegant dresses designed for Virna Lisi in “Bluebeard” with Richard Burton, and the wardrobe in “Scent of a Woman” starring Vittorio Gassman.

ABOUT DESIRE HOLDING GROUP

Desire Holding Group holds exclusive licenses for prestigious brands including Liu-Jo, Head, Tonino Lamborghini, Alfa Romeo and Sergio Tacchini, with additional acquisitions soon to be announced as part of the Group’s Premium Division expansion. The Italian subsidiary Desire Fragrances S.r.l. was officially founded in 2020 and later acquired by Desire Holding. The company’s global distribution already spans multiple continents and cultures, including markets in Italy, Europe, the Middle East, and Asia. The Group is now focused on further expanding its presence in the United States, a market historically dominated by Sergio Soldano throughout the mid-20th century, when the label was widely embraced by Hollywood’s elite.