Brand in the making

Valextra was founded by Giovanni Fontana in 1937 with a vision to create the most exclusive handbags in Milan. Catering to sophisticated Milanese women, his iconic store at No 1 Piazza San Babila in the heart of the city, served as a meeting point for the city's elite.

The name Fontana chose for the brand reflected his ethos and the spirit of the time: Valextra was created from the combination of valigeria, the Italian word for suitcase, and the English word extra, to signify "extraordinary".

The brand became popular among international celebrities, who ordered custom-made handbags and travel cases that reflected their lifestyles. Notable customers included the famous singer Maria Callas, Ornella Vanoni, Princess Grace Kelly of Monaco, and the former queen of Iran Farah Diba. Many actresses including Sophia Loren, Ira von Furstenberg, Silvana Pampanini, Ava Gardner, were also regular customers.

To celebrate the history of the brand, Valextra relaunched its iconic SerieS to mark the bag's 50th anniversary. The 1961 patent describes the range as "especially appropriate for travel", and the design, which is carried by the Beijing store, was developed with the cultured traveler in mind.