Gi. Vi. Emme, also known as Giviemme, is an esteemed Italian perfume brand whose name derives from the initials of Don Giuseppe Visconti di Modrone (1879-1941), a renowned member of the Visconti of Milan dynasty. Don Giuseppe, a prominent figure in various fields, ranging from textile manufacturing to theater entrepreneurship, authorship, and acting, also held the prestigious positions of president of the Internazionale Milano soccer team and a board member of La Scala. Notably, he is the father of the legendary cinema director Luchino Visconti.

Don Giuseppe became the prominent figure of his eponymous company in 1922 when the distinguished house of Gi. Vi. Emme was established. Alongside its flagship creation, the Gi. Vi. Emme line encompasses an array of stunning fragrances such as Gardenia, La Rosa, Lavanda Piemonte Reale, Malia, Subdola, Ampolle, GVM, Acqua di Colonia la Viscontea, Venezia Mia, Nina Sorridi, Giardino Antico, Favorita, and Tutto Tuo. These scents were housed in bottles crafted not only from glass but also from ceramics, aluminum, and exquisite Murano glass.

In addition to perfumes, Giviemme ventured into the production of powder, talc, soap, creams, and even perfumed cigarettes. The brand made its foray into the United States market in 1922, successfully exporting its products. After the conclusion of the Second World War, Giviemme continued to innovate, introducing new offerings like Le Quattro Stagioni, Insidia, Ricordo d’Autunno, Ricordo d’Estate, Ricordo d’Inverno, and Ricordo di Primavera.

Giuseppe Visconti di Modrone collaborated with esteemed Italian artists in his endeavors. Advertising posters were created by the talented Fulvio Bianconi, Marcello Dudovich, Loris Riccio, and Giorgio Abkasi. Additionally, Gabriele d’Annunzio, a long-time friend, contributed to the creation of perfume names. Notably, the fragrance Acqua di Fiume Giviemme holds significance as it fondly recalls d’Annunzio’s experiences during the Fiume Republic.

In the late 1970s, the descendants of Don Giuseppe Visconti di Modrone sold the rights of iconic perfumes like Tabacco d’Harar, Acqua di Selva, Visconti di Modrone, and Victor to another company. These cherished fragrances are now owned by the esteemed Turin-based company, Kelemata srl.

It is essential to note that the trademarks and logos mentioned herein belong to their respective companies and manufacturers. They are referenced solely for identification purposes of products and companies.