Spontaneous elegance and the joy of living tell, since the days of the Dolce Vita, the charm of Italian-ness, what only women in the beautiful country know how to reveal with their magnetic gaze, engaging smile, soft and seductive femininity. Damiani dedicates the new advertising campaign to this beauty. It is a joyful tribute to Italian women, interpreted by the Mediterranean Madalina Ghenea, to celebrate the ninety-five years of the jewelry brand founded in 1924 in Valenza, in the heart of the most important goldsmith district in the world. The uniqueness of Italian beauty reveals all its refined and intoxicating sensuality in contemporary scenographies that seem to cite the masterpiece films of Fellini, De Sica, Rossellini. In a continuous reference to a classic and disruptive femininity, sophisticated and engaging, statuesque and welcoming, the protagonist of the campaign interprets the wonderful Damiani creations and the brand values: they are sculptural jewels born of creativity, passion and savoir faire that goldsmiths they preserve as a precious heritage, to be handed down from generation to generation. The extraordinary beauty of each jewel is the result of the uniqueness of the culture of the Bel Paese, the one that Italian women translate into the charm of a smile, the one that makes exceptional places that are the backdrop to the Damiani campaign. The Italian Lifestyle, appreciated and coveted by the whole world, reveals itself in the scenarios of Milan, Venice and Portofino. It is a journey through the most iconic views with evocative architectural views, cuts of warm light, details of wild nature that already enchanted anyone who arrived in these places at the end of the eighteenth century.

In this contemporary Grand Tour the creations of the brand illuminate the beauty of Madalina Ghenea in Milan with its Piazza del Duomo and the Galleria Vittorio Emanuele, in the shopping streets around Montenapoleone, at the entrance to the Teatro alla Scala. In Venice, they are the protagonists in Piazza San Marco with its Art Nouveau cafés, but also in Punta della Dogana where the Basilica of Santa Maria della Salute overlooks the waters of the Lagoon. And then, in the colorful Portofino where the luxury of yachts meets the luxuriant nature of Liguria, with its nineteenth-century alleys where you can ride on a Vespa, the Camogli clubs, the flavors of the cuisine to be enjoyed by the sea.