Luisa Via Roma’s FIRENZE4EVER


Luisa Via Roma’s FIRENZE4EVER

Florence is just cooling down after the whirlwind second edition of Luisa Via Roma’s FIRENZE4EVER, this month’s one-of-a-kind extravaganza organised for fashion bloggers from every corner of the globe. The visionary event, which caused quite a stir in the worlds of fashion and online marketing in last year’s first edition, has continued the precedent and has certainly achieved its goal of bringing the magic of the virtual into reality. The multibrand fashion empire is among Italy’s and Europe’s most innovative and forward-thinking retailers, and has tapped into the extraordinary creativity in the independent voices of bloggers. And just like last time around, the best and the brightest were handpicked from an impressive number of countries, from the likes of China and the USA to Sweden, Brazil, Australia, France, Japan, Italy and several others.

The event was a marathon of three solid days of networking, partying and glamour, with Neil Barrett even making a special appearance. To spice things up even more, Luisa provided its Total Look Styling Lab for the bloggers, where they were provided models, photographers, makeup artists and hair stylists for on-the-spot photo shoots. And as tasty icing on the cake, Luisa even provided stunning pieces and looks fresh off the runways of Spring/Summer 2011 for the blogger’s creative fancy.

Luisa’s gleaming store in the heart of Florence played host to most of the festivities, including the 600-guest closing dinner on its gorgeous terrace, with flowing drinks and music by renowned UK DJ’s BrokenHearts. Otherwise, the bloggers and press were treated to a tour of some seriously posh highlights of the gorgeous Tuscan town. Among them was a dinner party at Cavalli Club , DJ’d by Daniele Cavalli and attended by Eva Cavalli, along with other luminaries such as shoe designer Giuseppe Zanotti and Spiga2’s Fausto Puglisi. And for the bloggers’ farewell, a very VIP finish to the revelry at Colle Beretto’s Privé lounge.

As for the love story between Luisa Via Roma and the world’s fashion bloggers, though, this sure wasn’t the final spin! Are you in for the next go-round?

Saba Giliana Tedla, Video and images courtesy Luisa Via Roma