Oriental Obsession, Firenze4ever 10th Edition


It seems as if the whole fashion world has gathered in Florence over the weekend, all in anticipation of Pitti Uomo’s prestigious exhibition, a unique event of international significance. On top of that, the famed Italian conceptual boutique, Luisa Via Roma, held its annual event Firenze4Ever, in which leading fashion bloggers, journalists, designers and buyers meet to discuss fashion, evaluate new collections before the start of official sales, as well as enjoy the contemporary art on display. So of course, as official ambassador for Luisa Via Roma, Mila could not miss this event!


With Andrea Panconesi (President of Luisa Via Roma)

The conceptual boutique Luisa Via Roma, led by its tireless creators Andrea Panconesi, has always been at the forefront of new fashion trends. The boutique was the first concept-store of its kind, betting on online sales, and today is a benchmark concept store with an online platform that boasts a unique selection of brands. The most famed designers have proudly created special collections for the Florentine boutique, and collaboration with leading photographers and stylists has further propelled Luisa Via Roma into fashion history.





This year, the leitmotif of Firenze4Ever was inspired by Eastern culture. Created exclusively for Luisa Via Roma, Mattel presented limited edition Barbie dolls coined “Oriental Obsession.” The collection includes ten unique dolls created based on sketches by Japanese artist Hiroyuki Kikuchi. All ten dolls were exhibited at a charity auction, with American singer Anastacia as special guest and host. All proceeds from the auction went to “The Anastacia Fund”, an organization dedicated to fighting breast cancer.

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Andrea Panconesi with Anastasia

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The most captivating event of Firenze4Ever was no doubt the final gala, held in a former tobacco factory. Only five hundred select guests were invited to the exclusive dinner, followed by a grandiose party with special DJ Seth from Clean Banditt as well as Mia Moretti. To complete the event, a beautiful vernissage of contemporary Eastern artists was presented from collector Ernesto Esposito’s personal collection.


With Nataliya Bondarenko (Rubeus Milano)


With Eva Cavalli132

With Gianni Calignano



With Diego Dolcini



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© 2015 Mila Anufrieva.