fashiontv - Ermanno Scervino Milan Men's FW Fall 2011 Full Show - fashiontv | FTV.com

Milan Men's Fashion Week Fall 2011 on FTV.com fashiontv Ermanno Scervino Full Show
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Founded in 1999 by designer Ermanno Scervino and his business partner, entrepreneur Toni Scervino, the company is known for its luxuriously embroidered furs, precious fabrics, precise cuts and fine embellishments.To consolidate and streamline its logistics and corporate frame, in 2007, ERMANNO SCERVINO inaugurated its new headquarters in Grassina,nestled on the hills surrounding Florence. The atelier, the designer's style offices, research labs and production workshops, together with the group's administrative and commercial divisions, now benefit from a perfectly organized and functional core structure, poised to build the future of the brand. Equally important is the brand's new showroom, located in a stately palazzo overlooking Milan's Via Manzoni,a few steps away from luxury shopping street Via Montenapoleone.The Milan showroom, which covers 1.200 square meters and is designed by Ermanno Scervino, is modeled after the Florence headquarters. Spacious and light, with 33 high windows running along the loft's perimeter, the showroom's open space area is conceived to be easily transformed through the use of mobile walls and displays.The designer says he wanted to recreate a downtown loft that could change on a whim, or in tune with a trend.
Scervino also compares the space to a theater, which allows to switch sets depending on the performance. In the spacious showroom, in addition to the women's and men's collections, accessories also sit prominently in their dedicated corner,as a sign of the brand's growing focus on this category. Also strategic for the maison, the Underwear and Beachwear lines are shown in their own separate areas, too.
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