About the event

Fashion Super Heroes

June 15 – 18 2012.

For the 5th Edition of Firenze4Ever, fashion bloggers came to Florence from all over the world (China, Australia, USA, Holland, UK…) for two eventful days in the “STYLE LAB” where they created their own fashion shoots with the latest Fall/Winter 2012/13 collections. For this edition, some of Italy’s most prestigious food bloggers took part in a special “FOOD LAB” where they blended food and fashion to create totally unique editorials. Five of the city’s most prestigious restaurants also opened their doors to host the bloggers and show them the true excellence of Italian cuisine.

Fashion Super Heroes Rosita Missoni, Giuseppe Zanotti and Fausto Puglisi all attended and met our bloggers to discuss the future of fashion whilst Jay Ahr gave our guests an amazing preview of their 3-D immersive experience produced by Dassault Systèmes.

The designer Karl Lagerfeld celebrated the launch of the new menswear line KARL exclusively on luisaviaroma.com with a special POP UP store and a limited edition line of T-Shirts designed in collaboration with I Love Dust who created a live illustrated installation in store.

The incredible Fashion Super Heroes closing party, hosted with Karl Lagerfeld, was the first ever event to take place in the Teatro Nuovo Del Maggio Fiorentino. The stunning, futuristic venue was the perfect setting for a private dinner followed by a screening of a film created by Nowness and Luisa Via Roma in collaboration with Mercedes-Benz to celebrate the 5th Edition of Firenze4Ever. The visually striking film featured 5 up and coming designers in 5 cities and was produced by Lisa Paclet and Mimi Xu exclusively for the event. The party continued with performances from rock band Neimo and DJ Misty Rabbit.

Luisa Via Roma would like to thank everyone who made the 5th edition of Firenze4Ever such a big success.

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”.

The theatre is located between numbers 5 and 7 on Viale Fratelli Rosselli.
Heading towards the river it is on the right, just after the Stazione Leopolda and before the Cascine park.