Historic moments

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Well we promised our bloggers historic locations check out Bryan Boy and Ingrid, Denni and Andy who were just a few of our wonderful guests in town! Florence was invaded by bloggers and models all over the streets in our new Autumn/Winter collections that looked (and in the June heat certainly felt) so hot!

Firenze4Ever… Day Two

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Model Behaviour

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How cool are our models?!

Firenze4Ever…Day One

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We’ve finally got a video of our first day of intense blogging and shooting at the store. Enjoy!

The Party Begins..

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The who’s who of the blogging world arrived this morning at the Luisa Via Roma store in Florence. The beautifully designed multi-level store set in the heart of the city is now only a portion of the Luisa Via Roma history.
It was 10 years ago, that Luisa Via Roma opened its fashionable doors to the digital world and welcomed it’s first online client.
As part of a celebration for not only the success of Luisaviaroma.com but also the importance of technology in fashion, through most notably, social media and blogs. Luisa Via Roma presents ‘Firenze 4 Ever’ a weekend long event that allows the best bloggers from around the world to visit the store, take their pick of the new Fall/Winter 2010 collections and go wild. Styling, photographing and documenting at the in-store studio and at exclusive locations around Florence.
It’s the perfect salute to the online fashion world! And a sign that the next 10 years will be even better!
Scott Stephenson

Getting ready….

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We’re running about like crazy today getting ready for the start of the celebrations for our sites 10th birthday.
We cannot wait to see all our lovely bloggers and fashion gurus work their magic in our styling lab and dance til dawn with us on our fabulous terrace….but oh what to wear!
Want to know who’ll be partying with us??….

LUISAVIAROMA.COM celebrates its 10th anniversary online with the first party/event for fashion bloggers…
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Luisaviaroma.com celebrates its 10th anniversary of online activity by presenting “FIRENZE 4EVER…IT’S MAGIC” 10-12 June 2010.
A unique fashion event where the virtual becomes reality. The first party for fashion bloggers ever organized: for three days Florence will be invaded by the most famous and most creative fashionites and opinion leaders of the field.
The event marks the opening of the Fall/Winter 2010 fashion calendar, and will end on Saturday, June 12th with the party/event at the Luisa Via Roma store.
The new Fall/Winter collections: Men’s, Women’s, Accessories and Footwear of the most prestigious designers will be at the full disposal of the fashion bloggers for photographic shoots in historical locations around the city.
The project wishes to attract international acclaim for Florentine excellence via the use of today’s most innovative marketing tools.
Florence’s city centre will be transformed into a Wi-Fi hotspot, giving space to creativity by paying special attention to digital technologies and the fashion industry asserting Florence as one of the most attractive and avant-garde cities.
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a special thanks to the following
for their precious collaboration:
Il Salviatino
Savoy
Granduomo
NOVE
Colle Bereto
New Line Cosmetic di Vito Biondi
Pino Capasso
Carlo Bay

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Friday, June 11th 2010

10.00 am
Welcome at Luisa Via Roma store.
Total Look Styling Lab presentation – Friday, June 11th to Sunday, June 13th 2010 – which includes:
- A reserved multimedia area with complimentary bar service;
- The hottest looks of men’s and women’s clothing, shoes and accessories A/W 2010 collections from the leading and the newly emerged designers are at the blogger full disposal to style and shoot;
- An in-house photographic set with: model, photographer, hair dresser and make up service;
- The access to some of the city’s beautiful historic locations will be available thanks to The Council of Florence for photo shoots, such as the Sala Bianca in Palazzo Pitti, Loggia del Bigallo on Piazza del Duomo, Museo della Specola, and more.
Lunch: A selection of local Tuscan specialities will be served on the terrace at Luisa Via Roma.
Afternoon: Styling lab.
06.00 pm
The Council of Florence welcomes all bloggers in Palazzo Vecchio.
07.30 pm
Aperitivo: Colle Bereto cafè.
09.00 pm
Dinner: restaurant Nove.
Saturday, June 12th 2010
Morning: Styling lab.
Lunch: A selection of local Tuscan specialities will be served on the terrace at Luisa Via Roma.
Afternoon: Styling lab.
08.30 pm
Luisaviaroma.com’s 10th birthday party, hosted exclusively at the Luisa Via Roma store (invite only).

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La moda è una cosa che va vissuta, non guardata. Lo stile è rappresentare il proprio io, non un etichetta.
Questo è il messaggio che l’evento ha voluto trasmettere.
Due giorni di estrema stravaganza e creatività che Firenze ha vissuto grazie a Luisa Via Roma per celebrare il suo decimo anniversario online.
I blogger presenti, provenienti da tutto il mondo hanno potuto dare la propria rappresentazione della moda in totale libertà; a loro disposizione infatti vi erano: truccatori, modelle, set fotografici e tutti i capi presenti in negozio in modo tale che ognuno potesse fare gli accostamenti che meglio rappresentassero il loro stile.
Le serate si sono suddivise in: il venerdì una cena in un ristorante situato in un lungarno di Firenze per mostrare le bellezze della città mentre nella serata di sabato, un evento nel negozio di Luisa Via Roma organizzato in collaborazione con Tommy Hilfiger.
I blogger sono stati davvero la rivelazione di questo importante momento che si sta confermando e che inizia ad aprire le porte a una nuova era di interpretare, indossare e vivere la moda.
Poter disporre per la prima volta di un negozio multibrand del livello di Luisa Via Roma che con saggezza e contemporaneità sa mescolare le griffe con la ricerca, è stato definito da tutti i blogger “amazing”.
Questo “spolverare” la convenzionalità della moda è un fenomeno che si sta affermando sempre di più e il fare un’evento per celebrare questa tendenza è stato estremamente innovativo.
By Giorgia Maria Leoni

Firenze 4Ever Press: Modaonline

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Con “Firenze4Ever…It’s magic” Luisa Via Roma festeggia dieci anni di moda sul web….

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