The brand story of Luis Aviaroma S.P.A.

In the 1920s, Luisa Jacuin, a beautiful and clever Paris girl, fell in love with Lido Panconesi, a young man from Florence. After their marriage, they opened a hat shop in Paris, selling hand-woven straw hats from Florence.

1930, after living abroad in South America, Luisa Jacuin returned to China with her husband and opened a boutique hat shop on Via Roma in the center of Florence, Italy, which is also the source of the brand name Luisa Via Roma. In 1930s, women had to change their hats three times a day, morning, afternoon and evening, so the business of Louisa Via Roma's hat shop was very prosperous. Slowly, Luisa Via Roma expanded her business scope and began to sell exquisite clothes.

In the 1960s, Andrea Panconesi, the current president of Luisa Via Roma, was a visionary young man. When he was still in college, he attended Paris Fashion Week as a buyer. He found a young Japanese designer in Paris and appreciated his innovative ideas on fashion. That designer is Kenzo. In this way, in the autumn and winter of 1968/69, Luisa Via Roma became the first store in Europe to introduce the Kenzo brand.

Since then, Luisa Via Roma boutique has become synonymous with exploring and promoting independent designers. Today, many famous designer brands are inseparable from Luisa Via Roma's attention and support at the initial stage of their business. In 1980s, Luisa Via Roma has become a world-famous boutique of fashion and luxury goods. Andrea and his team of buyers appeared in the front row of new york, London, Milan and Paris to choose the most creative and fashionable clothes for next season.

1999 is a milestone for Louisa Via Rome. President Andrea Panconi began to try online retailing. At that time, e-commerce was still a new thing despised by the fashion world, but Andrea realized the potential value of online retailing and decided to give it a try.

In 2005, Luisa Via Roma began to cooperate with the artist Felice Limosani, and mixed with other brands in a multimedia interactive way, planning and holding many influential fashion activities. Participating international brands include Nokia, Fiat, Puma, Adidas, missoni, Crocodile, Levi's, Telecom Italia (TIM) and Coca-Cola, which have brought brand-new consumption experiences to Italian and global customers.

In 2008, architect Claudio Nardi presided over the expansion and renovation of Luisa Via's flagship store in Rome. In addition to modern high-tech design, the reopened store also pays great attention to environmental protection and energy saving. All the materials used are taken from the local area, and LED lights are used for lighting, and the touch screen is added to interact with customers, thus providing more intimate and personalized services. After shopping, guests can also enjoy Italian food and exquisite snacks in the open-air restaurant on the top floor of Luisa Via Roma. The layout of Luisa Via Roma is very compact, and the three-story storefront is dazzling. Every day, hipsters come to worship. More importantly, you can buy products that can't be bought in any store here, even the specialty store itself. Many designers are proud that their works can enter this store.

In 20 10, Luisa Via Roma invited world-renowned fashion bloggers to participate in the 10th anniversary celebration of the website. The name of the event is Firenze4Ever. Bloggers from all over the world get together for the first time in real life to preview the new products for next season. Luisa Via Roma provides professional models, studios, makeup artists and photographers for bloggers in Style Lab. Fashionistas participate in costume matching and shooting, but also enjoy the fun of gathering, communicating and sharing with each other. This is really a global fashion event. Due to the success of the first Firenze4Ever event, Luisa Via Roma decided to hold the Global Fashion Bloggers Carnival in Florence twice a year (1 month and June).

The 8th FIRENZE4EVER( 13)