• PUG DOGS FOR HAPPY KIDS
  • A DAY WITH...F4E BLOGGERS WINNER
  • PREVIOUS EDITIONS

FASHION AND MUSIC BLOGGERS TOGETHER FOR THE FIRST TIME

Pink Carpet Florence 5th ‐7th January 2012

For the 4th edition of Firenze4Ever, and the launch of the Spring/Summer 2012 collections, a PINK CARPET will welcome the most influential fashion and music bloggers from all corners of the world.

Luisa Via Roma offers the exceptional opportunity to fuse fashion and music including:

An installation in the Luisa Via Roma flagship store by Architettura Sonora to create a unique sound experience.

Luisa Via Roma presents "Pug Dogs for Happy Kids", 21 selected designers collaborate with stuffed toy brand Steiff to create exclusive, one of a kind "designer dogs". As part of this project, guests at Firenze4Ever will take part in the "Adopt a Pug Dog". project. All proceeds from the sale of the stuffed toys will be donated to Unicef.

The winner of the "A Day with… Firenze4Ever Bloggers" contest will participate in a € 30,000 shopping spree in store.

The Blogging Palace will be based in the historic Palazzo Davanzati.

Firenze4Ever guests will have unprecedented access to this recently restored palace and will be able to use it as a location during the "Style Lab".
An exclusive Pink Carpet Party party, including live performances from Joan As Police Woman and a DJ set by James Lavelle (Unkle) .

PROGRAM

    LUISAVIAROMA.COM celebrates the official opening of the Spring/Summer 2012 fashion calendar with an exclusive event dedicated to international fashion and music bloggers.

  • THURSDAY 5 JANUARY 2012
  • 18.00 WELCOME APERITIVO IN THE LUISA VIA ROMA STORE
  • FRIDAY 6 JANUARY 2012
  • 10.00-19.00 STYLE LAB DAY 1
  • IN WHICH FASHON BLOGGERS WILL BE CREATING THEIR OWN PHOTO SHOOTS USING:
    - SELECTED PIECES FROM S/S 2012 COLLECTIONS
    - ASSISTANTS
    - PHOTO SETS
    - PHOTOGRAPHERS
    - MODELS
    - MAKE UP ARTISTS BY MAC COSMETICS AND HAIR STYLIST BY AVEDA
  • 10.00-19.00 MUSIC LAB DAY 1
  • IN WHICH THE MUSIC BLOGGERS WILL COMPOSE PLAYLISTS IN TUNE WITH
    THE STYLES OF THE LOOKS CREATED IN THE STYLE LAB
  • 17.30 Exclusive presentation of the video 'Addiction' brought by Diego Dolcini
  • 20.00 EXCLUSIVE DINNER
  • SATURDAY 7 JANUARY 2012
  • 10.00-19.00 STYLE LAB DAY 2
  • FASHION BLOGGERS CONTINUE TO CREATE THEIR OWN MULTI BRAND EDITORIALS
  • 10.00-19.00 MUSIC LAB DAY 2
  • MUSIC BLOGGERS CONTINUE TO COMPOSE CORRESPONDING PLAYLISTS
  • 21.00 PINK CARPET PARTY
  • PERFORMANCE BY JOAN AS POLICE WOMAN AND JAMES LAVELLE (UNKLE DJ SET)
  • SUNDAY 8 JANUARY 2012
  • BRUNCH

PUG DOGS FOR HAPPY KIDS

An exclusive edition of 21 pug dogs Luisa Via Roma is proud to present "PUG DOGS FOR HAPPY KIDS" an exclusive one of a kind edition of 21 pug dogs, produced by Steiff, the German leader in the production of handmade plush toys & collectables.

Each piece is customized by a selection of the most prominent international luxury fashion designers.

All proceeds generated from the sales will be donated to UNICEF to support disadvantaged children.



An exclusive edition of 21 pug dogs For the 4th Edition of Firenze4Ever Luisa Via Roma will ask each fashion blogger to "Adopt a Pug" for UNICEF.

Designers such as Balmain, Emilio Pucci, Giambattista Valli, Mary Katrantzou & many more have customized pug toys exclusively for this special cause.

During the Firenze4Ever weekend, each fashion blogger will choose their favorite for a unique photo shoot & editorial. The proceeds raised from the sales of these one of a kind pieces will be given to the charity fund UNICEF.

The toys will be on display in store throughout the following Pitti week and will subsequently be available online.

The 21 designers involved in the project:

FASHION BLOGGERS

  • Style Lab Independent Fashion Bloggers - The-coveted.com, heartifb.com Independent Fashion Bloggers - The-coveted.com, heartifb.com Independent - The-coveted Independent Fashion Bloggers provides all the latest fashion news, events and helpful ideas so that bloggers from all over the world can connect and share all their hints and tips.
    www.the-coveted.com
    www.heartifb.com
  • Style Lab Bag Snob – bagsnob.com (bags) Bag Snob Created by two designer bag lovers for fun, bagsnob.com, is now the go-to blog for purse enthusiasts looking for the latest must-have arm candy as well as tips on how to wear it.
    www.bagsnob.com
  • Style Lab Fashiontoast.com (personal style) Fashiontoast Mixing vintage and street trends with high end luxury labels, Rumi Neeley’s personal style diary takes her readers everywhere from her hometown of San Diego to front rows all over the world with BFF Bryanboy.
    www.fashiontoast.com
  • Style Lab Fashiolista.com Fashiolista How to make sense of an online shopping jungle? Fashiolista.com is where bloggers, celebs and fashion insiders go for inspiration and to compose lists of their favorite pieces.
    www.fashiolista.com
  • Style Lab Vogue India Vogue India Vogue.in is rapidly growing as it brings the up to the minute fashion that has made Vogue so esteemed, to India. Online Editor, Divrina Dhingra, is right at the centre of this as she makes sure that the site is constantly filled with relevant news, views and stylish insights.
    www.vogue.in
  • Style Lab Bryan Boy (personal style) Bryan Boy Now a globe-trotting fashion insider, Bryanboy’s snappy sense of humor & keen eye for the latest must have pieces make sure that his readers keep coming back for more.
    www.bryanboy.com
  • Style Lab The Blonde Salad (personal style) The Blonde Salad Chiara Ferragni’s personal style diary mixes designer must haves with pieces the Milanese fashionista has found in her hometown and on her travels around the world’s fashion capitals.
    www.theblondesalad.com
  • Style Lab I am Small Fry I am Small Fry Shanghai based stylist Sammy Liang documents her unique sense of style amongst the packed city streets, local shops and glamorous parties.
    iamsmallfry.blogbus.com
  • Style Lab Style-tips.com – HK Style-tips Capturing street style in Hong Kong, style-tips.com brings together a selection of independent bloggers to capture the latest trends and fashion news.
    www.style-tips.com
  • Style Lab Les Mads Les Mads Fashion blogger Katja provides daily fashion reports on models, trends, outfits, lifestyle, music and photography. The site won the "Weblog of the Year" award in 2011 for the Grimme Online Award Nominees.
    www.lesmads.de
  • Style Lab Park & Cube Park & Cube South Korean, raised in Poland and based in London Shini Park’s clean and elegant take on fashion from a graphic designer’s perspective incorporates a whole melting pot of influences and special details.
    www.parkandcube.com
  • Style Lab 2nd blog café – Japan (menswear) 2nd blog café Elegantly photographed details and the latest pieces from some of fashion’s most esteemed labels, 2nd blog café presents some of the finest menswear around in both Japanese and English.
    www.2nd-blog-cafe.jp
  • Style Lab Styleproofed.com Styleproofed Created in 2009, Styleproofed.com is an online lifestyle magazine that presents and evaluates fashion and leads to a variety of online stores.
    www.styleproofed.com
  • Style Lab Stylescrapbook StylescrapbookDocumenting her look each day, Andy Torres works the latest trends and must have pieces in her understated style diary.
    www.stylescrapbook.com
  • Style Lab La Carmina La Carmina La Carmina is bursting full of energy, featuring the latest events and gothic infused style from Tokyo, she tracks niche trends and the latest street style.
    www.lacarmina.com/blog
  • Style Lab Fashion Squad Fashion Squad Recently returning from a stint living in New York, Caroline Engman’s blog encorporates stylish accents from her native Sweden with a relaxed, bohemian twist.
    www.fashionsquad.com
  • Style Lab Fashion Blog Fashion Blog Full of the latest news, editorials and videos, this Italian blog keeps it’s readers up to date with the latest must haves spotted around town or on the arms of the best dressed celebrities.
    www.fashionblog.it
  • Style Lab Josie loves Josie loves Sarah's Munich based blog combines fashion, beauty and lifestyle news from all over Germany. Packed full of hints and tips, it is a must read for every girl about town.
    www.josieloves.de
  • Style Lab Design Scene Design Scene Designscene.net combines the latest fashion news with art and architecture from around the world.
    www.designscene.net
  • Style Lab Lyst Lyst Full of the latest pieces and must haves from some of the world’s top designers, stores and stylists, this site helps to organize the fashion obsessed with it’s simple, stylish system of list making.
    www.lyst.com
  • Style Lab Sandra’s closet Sandra’s closet Sandra Bauknecht’s blog is truly fashionable. After studying fashion design, years working as a stylist and fashion editor for Marie Claire magazine, she now tells her readers to "be your own muse".
    www.sandrascloset.com
  • Style Lab Pace fashion training Pace fashion training Helping it’s readers to put their best foot forwards, Pace Fashion training is all about the latest shoes from the catwalks and beyond.
    www.weibo.com/pacefashiontraining
  • Style Lab Irene’s closet Irene’s closet Collaborating with a series of online publications, Florentine native Irene takes her readers on a personal journey through her travels and latest wardrobe must haves.
    www.ireneccloset.com
  • Style Lab Sebastiano Serafini Sebastiano Serafini Raised in Japan but with Italian heritage, Seba brings a variety of influences to his work as an actor, model, musician and brand ambassador. He has worked internationally for a variety of high fashion labels as well as acting in popular Japanese TV shows and working for charity projects in America.
    www.sebastianoserafini.com
  • Style Lab Fashion Snoops Fashion Snoops Focusing on global trend research, this company’s website offers its subscribers inspiring, actionable fashion forecasting services through easy to navigate online applications.
    www.fashionsnoops.com
  • Style Lab Post Post Exploring and pushing the boundaries of the traditional concept of a magazine, Post is available exclusively as an application for the ipad. Each edition revolves around a specific theme which they explore using video and new technology as well as working with a series of emerging artists to realise new, groundbreaking ideas.

MUSIC BLOGGERS

  • Music Lab Italo Deviance Italo Deviance Created by Marcello Giordani, DJ, producer and rare vinyl records collector. A blog exploring disco music in all its varieties and subgeneres and also featuring vintage disco tracks and re-edits.
    www.italodeviance.com
  • Music Lab Polaroid Polaroid A blog and a radio podcast, created by Rolling stone and vitaminic collaborator Enzo Baruffaldi. «Even a place in time as recent as last week can now feel like it happened a decade ago» (Douglas Coupland, ''Polaroids From the Dead'')
    polaroid.blogspot.com
  • Music Lab Discobelle Discobelle Discobelle.net is a Swedish blog that focuses on free downloads of club music, MP3, videos or just fun stuff that Marin and Niklas find.
    www.discobelle.net
  • Style Lab Clash Magazine Clash Magazine Clash is an award winning magazine that mixes underground and mainstream music with fashion, film and entertainment. Showcasing up and coming artists alongside some of the industry's biggest legends, the magazine is available through multiple media platforms.
    http://www.clashmusic.com

GUESTS

  • Joan as Police Woman Joan as Police Woman Talented and engaging, indie rock musician Joan Wasser is the lead singer of this highly respected musical group that also includes Parker Kindred, Tyler Wood & Timo Ellis. Having recorded and performed with legends such as Lou Reed, Rufus Wainwright and Antony & The Johnsons, the singer has an eclectic musical style that has been described as both "American soul music" and "punk rock R&B". Joan as Police Woman have a unique, electronic infused style that has gained them a cult following and much international praise.
  • UNKLE DJ set UNKLE DJ set James Lavelle has worked with some of the last decades biggest pioneers in new music, from DJ Krush to DJ Shadow, Blackalicious and Air. Building on niche genres and DJing around the world under the name UNKLE, Lavelle has explored the concept of "music inspired by the moving image". Refusing to stick to convention, he has also produced tracks for films such as "Sexy Beast" and special one off projects, in 2009 he created the music for a skateboarding video directed by Spike Jonze and Ty Evans. Collaborating with a varied range of artists and DJs, Lavelle continues to work on pioneering projects that both engage and surprise his cult following.
  • CONTEST WINNER CONTEST WINNER The stylish winner of our "A Day with…Firenze4Ever" contest will be in store on a 30,000 Euro shopping spree with one of the international fashion bloggers on hand to provide styling advice.
  • Diego Dolcini Diego Dolcini Italian born Diego Dolcini is a purveyor and creator of some of the finest shoes in the world. Handmade in Italy and inspired by the cosmopolitan world of art, cinema and architecture, his creations represent ideal feminine beauty and arise from strong ideas and deep feelings.
    In collaboration with Swarovski Elements, he presents 'Addiction' for A Shaded View of Fashion Film. Featuring Chiara Ferragni and produced by EventiDigitali, the fashion film follows a woman's addiction to her hundreds of shoes, organized in maniacal and chromatic order. Black and white are used to represent the two faces of the protagonist, playing with a mirror that reflects her tormented and passionate soul.

PARTNERS

  • HOTEL SAVOY FIRENZE HOTEL SAVOY FIRENZE Bringing luxury and style to the heart of Florence, the Savoy is located on Piazza Repubblica and combines elegant, contemporary Italian style with playful odes to the city’s historic fashion houses.
  • BRAVO CONCIERGE BRAVO CONCIERGE A knowledgeable team, Bravo Conceirge consists of First Class hotel Concierges, lifestyle managers, travel experts and event organisers who all shares a passion. Attending to any requirements that you may have, they make sure that you will experience journey of your dreams in Florence, Tuscany and all around Italy.
  • MAC MAC Originally designed for professional make-up artists, MAC have collaborated with fashion mavens as varied as Lady Gaga, Gareth Pugh and Miss Piggy. The pioneering make up brand is loved and recognized the world over for their bold make up ranges and charity projects.
  • AVEDA AVEDA Taking inspiration from ayurveda teachings, Aveda uses all natural ingredients to create hair, skin and body products that are full of botanical ingredients and have an environmental conscience.
  • DESMODESMO Completely made in Italy, Desmo combines CEO Sara Lin’s experience of years working for famous Italian brands with a careful attention to detail, tradition and high quality materials.
  • ROLLING STONE ROLLING STONE Founded in San Francisco in the late 1960s, Rolling Stone is a magazine devoted to music, politics and popular culture. Controversial figures and legends such as Hunter S.Thompson, Jimi Hendrix, John Lennon, Annie Lebovitz and David LaChapelle have all appeared in and contributed to the magazine’s fame. Now, with a wide following online, the magazine has many international outposts but still retains it’s liberal views and independent voice.
  • STEIFF STEIFF German based premium stuffed toy manufacturer, Steiff was founded in 1880 with the motto "Only the best is good enough for children". In 1902, the company invented the first teddy bear and is known all over the world for its high quality materials and workmanship.
  • UNICEF UNICEF The United Nations Children’s Fund provides support and protection for children and young people all over the world. Working to overcome poverty, violence, disease and discrimination, the influential charity not only has global authority but also grass roots level partners to help them realize their objectives.
  • CASALI VITICULTORI CASALI VITICULTORI Viticultori Casali combines a respect for tradition and the earth from which the grapes that make their high quality wines originate with innovative technology and a global vision.
  • ARCHITETTURA SONORA ARCHITETTURA SONORA Producing truly progressive types of immersive audio systems, these architects of sound create stylishly designed sonic modules in unique shapes that not only stand out but customize, control and enhance sound and musical experiences both inside and out.
  • WERELSE WERELSE Three of the most influential international fashion bloggers come together as one and present WERELSE. A concept brand consisting of limited edition pieces all made in Italy, inspired and styled by Chiara Ferragni of theblondsalad.com, Andy Torres of stylescrapbook.com, and Carolina Engman of fashionsquad.com. In partnership with the bloggers, Luisaviaroma will exclusively be selling their latest styles in electric colors; one of them it is in a dazzling pink, perfect for the pink carpet themed Firenze4Ever party.
  • E-(motional) E-(motional) E-(motional) consists in a revolutionary system that allows users to select objects, during the viewing of the trailer from a pc or mobile device, and immediately obtain information on their selections, be those products, locations or situations. Furthermore this system gives the opportunity to link the products selected in the trailer to the official website in order to obtain additional details or even purchase the product.
  • FilistrucchiFILISTRUCCHIFilistrucchi is the most antique workshop in Florence passed down from father to son, and has been operating since 1720.
    The company produces wigs, beards, mustaches, toupees and other natural hair related products, as well as masks and prosthetics in foam latex, silicone and paper for the world of Theatre, Film, Television and the entertainment and fashion industry.
  • VIDEOMOBILEVIDEOMOBILEVideomobile provides a complete package using a variety of cutting edge technology, for events from around the world. The company offers services such as multimedia projections, creative events planning, complete event production and post production as well as special audio and filming services.

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