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MCM On Stage at Firenze4Ever

19-06-2013

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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!


lavieenpunk


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! 


LVRinside


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.


LVRbags


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! 


f4epitto


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.


partner


Don't you think our campaign looks wonderful on their homepage?


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. 


Screen Shot 2013-06-19 at 15.03.25


EMCM


And this is what the installation looked like to everyone passing by on Via Roma!


outside




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.


inside


Our very own German Blogger Ambassadors, Nike & Sarah-Jane also attended the exclusive event - stay tuned to hear more about their fabulous experience!


nikesarah





Day Two - Sunday June 16th Style Lab

The first bloggers to try their hand at interpreting "punk" for F4E's Style Lab were Betty, PurseBlog.com, BryanBoy, The Blonde Salad, 00o00 and many more. They got to style themselves (or models) and had make-up artists, hairdressers and photographers on hand to make their visions come true.


day1

Everyone then went for dinner at Galleria Del Costume inside Palazzo Pitti - quite a grand venue!

dinner




Day Three - Monday June 17th Style Lab

On the second day of Style Lab, Tiany Kiriloff, Gary Pepper Girl, Niki, The Janes and others tried their hand at encapsulating the punk aesthetic in their Style Lab.

day2

The day ended on a very special note as the closing dinner took place at Giardini di Boboli, a beautiful park overlooking the whole of Florence. There, our bloggers were treated to a completely scrumptious dinner (with a view, grazie mille) and a live performance from bands Francis and the Cats, The Goose, and Prins Thomas. It doesn't really get any better than that, does it?


dinne2



How much would you like to attend this event? I know right now I should have attended this season!

Traduction - Le resume de Firenze4Ever avec Luisa Via Roma.

Love from Mademoiselle Robot
Tags
F4E , LVR , MCM , Florence , Party
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