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LuisaViaRoma x Pitti Uomo: Italy Takes the Lead

Last week, our Co-Founder and Co-CEO Maurizio attended this year’s summer installment of Pitti Immagine Uomo in Florence. While the earlier Pitti Uomo this year in February concentrated mainly on menswear collections, the festival’s crowning hit was geared towards women’s fashion, with a mega-runway organized by Florentine luxury mainstay LuisaViaRoma in the historic Piazzale Michelangelo.

A collaboration between LuisaViaRoma and British Vogue, the theme of the night was “Runway Icons,” and the 50+ styles and designers represented ranged from iconic houses Maison Margiella, to Vivienne Westwood, to Roberto Cavalli, plus several small emerging brands. The enormous catwalk featured nearly 100 different models and looks, with supermodels like Irina Shayk and Vittoria Ceretti walking alongside drag queens like Gottmik, Violet Chachki and Symone. Many of the garments and accessories showcased from the evening will be sold exclusively at LuisaViaRoma following the show.

The theme, which speaks to the evolution of global fashion tastes and eras, also included looks that nodded to the past, present and future of fashion, all underscored by the artisanal Italian excellence that LuisaViaRoma has come to represent. Plus, for an extra classically Italian touch, the event was opened with a performance by the iconic Andrea Boccelli, including a stirring rendition of “Con Te Partirò.”


The quality styling and performance of the show (plus the rainbow that accompanied it after an evening of rain) were certainly highlights of the catwalk. But knowing the history of LuisaViaRoma made it all the more special. LuisaViaRoma made headway for Italian brands when it became one of the first companies in Italy to sell items online and focused its efforts on e-commerce as early as 2008, when digital models were still a novelty, even for bigger brands. For us at Octonano, it was especially inspiring to see an iconic Italian brand like LuisaViaRoma take the lead in such a prestigious event on the international stage.

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