We explore what the 13th FIRENZE4EVER and its inter- national guest list has in store. Andrea Panconesi will pres- ent Underwater Love, an installation designed by architect Claudio Nardi that unites the two banks of the River Arno in a gesture of solidarity to support the struggling migrants arriving on our shores.

Your scouting: which countries do you find interesting at the moment and why?
Asia and Korea create interesting collections. In Europa, Ger- many is very creative. The United States are innovation and have a multicultural DNA.

What’s the difference, in terms of selection and brand mix, between a high-street store and online shops?
LUISAVIAROMA.COM online activities have given way to an endless space, where our clients can find the best products and designers. We have over 5 million worldwide visitors per month who enjoy the same shopping experience they would have in our store in Florence. The selection for such a vast audience is very challenging.

How is the format FIRENZE4EVER evolving?
FIRENZE4EVER promotes the collaboration between the protagonists of the design, music and contemporary art scene. At the 13th edition, Underwater Love, the charity ini- tiatives that have always been an integral part of our event, have become the real focus. The Bridge of Love is an in- stallation conceived and planned by architect Claudio Nardi for FIRENZE4EVER, that symbolizes the will to give hope to those who live in dire straits. The conceptual work has been presented in order to shed light on the refuge crisis and inau- gurated on June 13th with a gala dinner, whose whole pro- ceeds have gone to UNHCR. Fashion is a universal language, just like music or art, and can reach everywhere.

What do you think of the phenomenon see now – buy now?
The Men/Womenswear collections must be presented ex- clusively to the buyers and only then, once the goods have reached the stores, to the press. The media should dissem- inate the images and the news on the new collections only when the latter have already been sold, produced and de- livered. To meet the needs of all those clients who have a keen eye for the latest trends, LUISAVIAROMA.COM offers the exclusive “Buy It First” service, allowing them to purchase with a pre-order garments and accessories that have been directly selected at the latest fashion shows.

The role of Florence and Milan as compared to other fashion capitals
Milan is the capital of the Italian ready-to-wear, our essence. Florence is the birthplace of superior craftsmanship, with Gucci, Ferragamo, Cavalli, Pucci, Scervino to mention just a few, designers who, like us, with great passion have made history of fashion in our city.

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