June 15 - 18 2012.

For the 5th edition of Firenze4Ever and the launch of the Fall/Winter 2012/13 collections, Luisa Via Roma is pleased to welcome the most influential fashion bloggers and press from all over the world.

To celebrate the exclusive online launch of the “KARL” menswear line on LUISAVIAROMA.COM, Luisa Via Roma will host a POP UP STORE where the designer’s two Fall/Winter 12-13 collections will be unveiled for the “Firenze4Ever” bloggers event (KARL women’s and men’s, KARL LAGERFELD Paris women’s and men’s) and will present a collection of three exclusive limited edition T-Shirts branded “KarlxIloveDust for Luisa Via Roma” designed by the artistic collective “I LOVE DUST” in collaboration with Karl Lagerfeld. The blogger guests will be the first to see and style these new collections.

The spirit of “KARL” will be in Store as the British multi disciplinary creatives I LOVE DUST will present exciting live performances and an artistic window installation.

The “Fashion Super Heroes” party will be hosted by both partners, Karl Lagerfeld and Luisa Via Roma, with performances from Neimo and DJ Misty Rabbit.

During the two days of “Style Lab”, models, photographers, make-up artists, and hairdressers will assist the fashion bloggers with their fashion shoots. Fashion bloggers will also meet some of the most prestigious food bloggers and will be involved in a special “Food Lab”.

Jonathan Riss, artistic director of the Jay Ahr House, is pushing the boundaries of what is possible in fashion, by working with the FashionLab by Dassault Systèmes. During “Firenze4Ever”, an immersive experience will allow guests to make a journey across the world.

Luisaviaroma has launched a special contest to celebrate the MDNA tour in Florence. The winner will see their design created in to a limited edition T-Shirt which will be given to the bloggers to wear at the Madonna concert on Saturday June 16.

To celebrate the 5th anniversary of the internationally renowned FIRENZE4EVER, Luisa Via Roma and Mercedes Benz in association with Nowness are excited to announce a unique film project by Lisa Paclet and music director Mimi XU that includes 5 designers, 5 capital cities and 5 short films.

The film will be shown in world preview at a private dinner and party June 17th at Nuovo teatro dell’opera di Firenze.

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