Italian retailer LUISAVIAROMA and British Vogue collaborated to host a show in Florence’s Piazzale Michelangelo, showcasing 50 archival looks from 50 luxury brands. The aim of the partnership was to increase LUISAVIAROMA’s brand awareness both in Italy and internationally. Supermodels such as Eva Herzigova, Natalia Vodianova, and Irina Shayk walked the runway in front of Michelangelo’s David statue. The event also featured a performance by Italian opera singer Andrea Bocelli and was attended by celebrities like Leonardo DiCaprio and Tobey Maguire.
Following the show, 28 of the showcased looks will be reproduced and released weekly from 15 June to 16 November. This serialized release is expected to generate new interest and excitement for LUISAVIAROMA. Additionally, the items will be available for purchase on Google Shop, as part of LUISAVIAROMA’s partnership with Google to expand its customer base.
This collaboration between LUISAVIAROMA and British Vogue is a strategic move to leverage the magazine’s influential network and the retailer’s Italian heritage. By bringing together A-list celebrities, iconic locations, and renowned fashion brands, the event aims to solidify LUISAVIAROMA’s position in the luxury fashion industry.
With the participation of top models and the stunning backdrop of Michelangelo’s David, the show captivated both fashion enthusiasts and industry insiders. The incorporation of an operatic performance by Andrea Bocelli added a touch of elegance and cultural significance to the event.
The decision to reproduce and release 28 of the showcased looks further extends the impact of the show and creates anticipation among fashion enthusiasts. By releasing the items in a serialized manner, LUISAVIAROMA ensures continued interest and engagement from its audience over an extended period. This strategy also allows for sustained exposure and promotion of the retailer’s brand, as the releases will be spread out over several months.
Furthermore, partnering with Google Shop opens up new opportunities for LUISAVIAROMA to reach a wider audience. By leveraging Google’s platform, the retailer can tap into the immense customer base and visibility that Google offers. This collaboration not only boosts the retailer’s brand awareness but also provides a seamless shopping experience for customers, as they can easily browse and purchase the showcased items through Google Shop.
Overall, the collaboration between LUISAVIAROMA and British Vogue in hosting a grand show in Florence’s iconic location signifies a strategic move to enhance the retailer’s brand positioning. By incorporating influential figures, breathtaking locations, and renowned fashion brands, the event successfully creates buzz and increases brand awareness. The decision to release a curated selection of the showcased looks over an extended period and partner with Google Shop further strengthens LUISAVIAROMA’s presence in the luxury fashion industry and extends its reach to a wider audience.