Been spending most their lives living in the blogger’s paradise.
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Ahead of Pitti Uomo’s arrival later this week, Florentine fashion mecca Luisa Via Roma laid on another of its blogtastic FIRENZE4EVER events to tickle the sartorial tastebuds. Celebrating its fourth season on the fashion map, FIRENZE4EVER is more than just a warm-up to Pitti-mania. With the forward-thinking folk at LVR taking the helm, the weekend-long festivities really do get fashion fans in the zone for the season ahead. For three days the Italian city – with its illustrious background of extraordinary artisans and craftsmen – is given an injection of modernity as fashion bloggers from over the world descend on the cobbled streets, given free reign over the brand-new SS12 stock in the LVR store (think Jil Sander, Rick Owens, Givenchy and much more), before being encouraged to take the streets with their hoards and snap away to their heart’s content. This season, other happenings included a selection of exclusive designer dog wear on show in the store (all proceeds from the sale of the stuffed toys are to be donated to Unicef) and performances from Joan As Police Woman and James Lavelle (Unkle). With a retail history spanning more than 80 years (online for 10), LVR combines old and new with great aplomb, and four seasons in FIRENZE4EVER looks set to keep doing the same! Bravissimo!
Text: Sean Baker
Photography courtesy of Luisa Via Roma