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Valentino Clemente Ludovico Garavani opened his first store in 1959 on Via Condotti in Rome. The Italian designer was known for his designs that emphasized women's femininity and used high-quality materials and strong colors. His favorite color was always red, so much so that a particular shade of red was named Valentino Red. In 1978 he presented his first perfume and recently signed with Puig Laboratories to produce the fragrances .