MCM Debuts At Luisa Via Roma
Last week, I told you about our awaited debut in Florence- our prestigious premiere with Luisa Via Roma is one of the biggest, most loved and respected fashion retailers both on and offline. Of course since the store is based in Italy, most of the trade is done internationally through the website. They ship to over 125 countries worldwide and the site gets well over 4.000.000 visitors every month!
The Florence flagship was established the 1930's and it still stands in the same location on Via Roma, right by the majestic Duomo and a short walk from Piazza della Repubblica. It doesn't get much better than this, location wise - in between architectural history and the best gelato in the world!
Our illustrious Limited Edition "Eyes on the Horizon" collection designed by Craig & Karl is available on their website, alongside all time favourites such as the Stark backpacks.
MCM at Luisa Via Roma's Firenze4Ever
Pitti Uomo is a bi-annual Men's Fashion tradeshow taking place in Florence, Italy. It is one of the most important fashion events of the year, on par with the big four fashion weeks in Paris, Milan, NYC and London. During Pitti Uomo, a flock of uber stylish people take over the beautiful city of Florence to showcase their creations, their style and everything in between... It is also a great occasion for a party!
In conjunction with Pitti Uomo, also twice a year, Luisa Via Roma hosts Firenze4Ever, a weekend extravaganza for the world's top bloggers, where they get to come to Florence, style the store's designers collections and participate in a photoshoot. The event is closed with a party - and LVR's parties are things of legend! If you want to find out more about it, click here...
For this edition of Firenze4Ever, we partnered up with Luisa Via Roma to showcase our brand new "Eyes on the Horizon" collection and, well, we never say no to a good party.
Don't you think our campaign looks wonderful on their homepage?
To celebrate this wonderful partnership, we took over the Luisa Via Roma windows thanks to an installation by Felice Limosani entitled e=MCM2, a metaphor that defines the unique force between the product and person of MCM.
And this is what the installation looked like to everyone passing by on Via Roma!
Firenze4Ever Daily Stylights
Day One - Saturday June 15th
This season's theme for the Firenze4Ever was “On Stage - Where art, music & fashion meet between the virtual and the physical". Inspired by Punk-rock aesthetics, the event the store likewise celebrated the 70s subculture that still inspires many fashion designers.
If I judge from my own experience of F4E, the first day (Saturday) is a great time to slowly get into the Florentine way of life, get to know the bloggers involved and bond over a delicious 5 course Italian meal in a local trattoria... This is exactly what happened on Saturday. All the participating bloggers met at the Luisa Via Roma store for pre-dinner cocktails, had a little mingle and a lot of laughs and then they headed to Villa Le Corti in San Casciano for a Gargantuan dinner.
Our very own German Blogger Ambassadors, Nike & Sarah-Jane also attended the exclusive event - stay tuned to hear more about their fabulous experience!