Born in Milan. Childhood in Cortina. First encounter with the privileged and international lifestyle in Paris. Intellectual and social education, as Tom Wolfe would put it, in the New York of Andy Warhol. And then Ermanno Scervino’s definitive choice of Florence as the place to live and work, imbuing his glamour-rock fashion with that touch of Made in Florence that is the very soul of the brand. A constant meshing of innovation and tradition, craftsmanship and cutting-edge technology, retrieval of forgotten materials and future-looking transformations.

This vibrant and dynamic luxury comes to life in the atelier-company situated in the hills of Florence, an ultra-modern palazzo where 250 people work, set within a landscape as masterly and mellow as a sixteenth-century painting. Here Ermanno Scervino and his partner Toni have set up a very special structure, almost a centre of excellence gravitating around the style office, with the embroiders, the knitters, the corset-makers, the couture premières, enabling a fluid passage from the world of the atelier to that of industrial production, overseeing the processing down to the tiniest details. From the trials on the mannequins through to the first patrons, from the preparation through to the staging of the collections, for women, men or children. Because what Ermanno Scervino and the brand that bears his name demand is nothing short of perfection, to be achieved through the strictest, ongoing control. And as a confirmation that uncompromising quality and creativity can garner success, not only in terms of appreciation and opinion, but also in productive and commercial terms, is the Pambianco report on the top 50 luxury and fashion companies that qualify for listing on the Exchange. Ermanno Scervino ranks highest among the 8 new entries and is placed in 19th position overall.

Thus the fashion show that will be held on 9 January 2013 in Florence is the perfect opportunity to display the new Men’s and Women’s collections for next winter in the brand’s elected city. “I am extremely happy to hold my show here,” declares Ermanno Scervino. “Palazzo Vecchio, the symbol of the city, is the perfect context in which to host the values of excellence and tradition that
represent the true Made in Italy.” For one evening the Salone dei 500 in the fourteenth-century Palazzo Vecchio, will return to its original role as the seat of the Priori delle Arti, that is the Priors of the Guilds, welcoming what is at once a new and ancient culture: that of Fashion.

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