To mark the fifth anniversary of
the FIRENZE 4 EVER festival, Mercedes-Benz entered
into its first cooperation with luxury online store
Luisa Via Roma and digital lifestyle magazine Nowness.
This year, an innovative fashion film aims to reveal the
future of fashion.
A dialogue of fashion.
Not least of all thanks to social media, fashion has never been closer to its many fans and followers. A few years ago, Italian fashion boutique Luisa Via Roma was among the first to recognise that it is no longer just luxury brands that pave the way for new styles and themes, but that anyone in love with fashion can become a trendsetter of their own. Since 2010 the premium store, a firm fixture on Florence’s Via Roma since the 1930s, has been inviting fashion bloggers and creatives from around the world to celebrate the start of the season with a dedicated four-day fashion festival, FIRENZE 4 EVER.
Here, the stylish invitees take separates by luxury brands ranging from Balmain and Chloé all the way to self-professed avant-gardists like Rick Owens … and then mix & match their chosen picks into a range of delightfully extravagant looks.
Visions of a fashionable future.
Fashion films have long transcended the state of mere moving images and beautiful clothes – by now these creative clips count as a coveted genre of their own, revolutionising the fashion world with their artistic spin on sharply-cut creations.
Together with Mercedes-Benz, Luisa Via Roma takes this fifth anniversary edition of the fashion festival one decisive step further and paves the way to a digital future by pitting five young designers against the innovative fashion film medium. To this end, Andrea Panconessi, CEO of LuisaViaRoma.com, Nowness and Mercedes-Benz selected five outstanding design talents from the Mercedes-Benz Fashion Weeks in Berlin, New York, Stockholm, Beijing and Madrid: Michael Sontag, Charlotte Ronson, Stine Riis, Sheguang Hu and Maria Escoté.
Each of these hand-picked designers ransacked their own Fall/Winter collections to create their own so-called “hero” look – an outfit designed to star in a film produced especially for the festival (in cooperation with Nowness).
Inspired by the surreal works of photographer Erwin Blumenfeld (a true paragon of aesthetics, best known for his passionate fashion portraits from the mid-1940s), the short film Technicolor Dream by director Lisa Paclet and musician DJ Mimi Xu unites these varied works in an almost hypnotic, visual amalgamate. Once finalised, the stunning clip premiered on nowness.com, a high-end digital platform dedicated to introducing young talents to a virtual stage with global reach.
Last, but not least, musical collaborator Mimi Xu aka Misty Rabbit not only crafted the rhythmic backbone for Technicolor Dream’s extravagant images, but also regularly provides pumping soundtracks for Dior Homme and Acne shows – or moonlights as a model, as she did for this particular talent show.