ROME-- The  jewellers Bulgari launched their new 'Goldea' perfume the Eternal City's Spanish Steps on Wednesday night, in a glitzy event which culminated in an appearance from international superstar Bella Hadid. The haute couture brand enjoyed the privilege of exclusive use of the monumental staircase thanks to the 1.5 million euros they forked out for their renovation in 2016. 

 Bulgari's is one of several Italian luxury brands to sponsor the renovation of ancient Roman monuments. Fendi spent 2.2 million euros on restoring the Trevi Fountain, and Tod's contributed a whopping €25 million to the ongoing Colosseum restoration plan. 

 It's a win win situation for both the fashion houses and the capital. Roman authorities face a constant battle trying to maintain their many historical treasures, and all designer brands have to do is splash a bit of the cash they have lying around to get the ultimate backdrop for catwalks and advertising campaigns. 

 The event on Wednesday was open to everyone in Rome, and was well-attended by locals and tourists, along with the prerequisite hoard of models, fashionistas and socialites that these kind of events typically attract. 

 The Italian CEO of Bulgari, Jean Christophe Babin, thanked Bella Hadid for coming to Rome for their launch, describing her as a "modern goddess," while the American model said the pleasure was all hers, and was "so proud" to represent the brand. Hadid wowed in a vintage Galliano gown in champagne satin, with a daring thigh split. 

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