Italian quality, sophisticated aesthetics, and a couture approach to the creating process are at the core of the beloved luxury brand that Ermanno Scervino has founded in Florence.
The elements of the house’s DNA are showcased in its latest campaign, for the Spring/Summer collection of 2023, through captivating images lensed by acclaimed fashion photography duo Luigi & Iango. Starring supermodel Vittoria Ceretti, the campaign exudes self-confidence, sensuality, and charisma. Looking us straight in the eyes, Vittoria embodies the contemporary spirit of Ermanno Scervino in elegantly sexy black-and-white and neutral-colored shots that highlight the values of a fashion house associated with the superiority of Italian craftsmanship in fashion.
Impeccably tailored pantsuits with flowing full-length pants; bold shapes; a sculpted spring trench coat that looks both sensual and austere, with its surprising, embossed details; a big geometrical bag, an ideal complement to the contemporary urban style; a large, playful knit with a laid-back sexiness: All worn with a no-makeup makeup, they redefine the essence of active femininity. Elements borrowed from the male wardrobe, combined with the ever-feminine soul of the brand, enrich a new concept of confident beauty.
In short, in all its ingenious simplicity, this campaign manages to be striking, without failing to showcase all that is the essence of Ermanno Scervino, and everything that this brand is famous for offering to the contemporary woman. As Ermanno Scervino himself would say, “work to serve women’s beauty.”
Hearing the name Chanel makes you think of tweed, in what is probably the strongest association in fashion. The French brand has been using it consistently since the 1920s, and following Coco at the helm of the Maison, designers Karl Lagerfeld and Virginie Viard have been both using it in a most creative and chic way, proving the Scottish fabric deserves a great place in style and then some.
The story of how Gabrielle Chanel came to use tweed became more widely known last year, at the presentation of Chanel’s Autumn/Winter collection for 2023. It was a genuine tribute to tweed, as Virginie Viard noted, and we had the pleasure of being reminded of how it all started, back in 1924.
Since then, apart from the famous Chanel tweed skirt suit, and courtesy of Coco’s successors in the creative leadership of Chanel, we have enjoyed:
BAGS
It came naturally for the classic Chanel accessories to be dressed in tweed. It could be said that this is a match made in heaven, since it combines most stylishly two signature elements of the Maison.
SUNGLASSES
It was the time of the grandiose shows, when Karl Lagerfeld would transform the Grand Palais into whatever he imagined, and into everything we didn’t know we needed to see. In 2014, for Chanel’s Fall/Winter collection, he created a supermarket, and through its aisles the models sported a collection of sunglasses with colorful tweed frames.
SNEAKERS
In that same show, and with the sneakermania on top of all trends, Chanel would also present sneakers with tweed, so we could finally dress in the signature fabric, head-to-toe.
WEDDING DRESS
What bride needs tulle when she can marry in Chanel tweed? This was probably on everybody’s mind during the Maison’s 1992 Couture show, when Claudia Schiffer walked for the finale in a princess-cut gown in off-white tweed with black piping.
HIGH JEWELRY
A necklace called “Tweed Couture” was the centerpiece of Chanel’s first high jewelry collection. Although not really a fabric, this piece deserves a place on this list, since it gives us an idea of how tweed would look if it was woven exclusively out of jewels.
INTERIOR DESIGN
The aforementioned 2023 fall collection was presented in the temporary exhibition building Grand Palais Éphémère. Its walls were covered in dark tweed fabric, which not only offered the perfect vibe for the show, but it also got everybody thinking about tweed wallpaper.
Diary
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- 2022
- 2021
- 2020
- 2019
- 2018
ERMANNO SCERVINO'S NEW CAMPAIGN IS A MANIFESTATION OF THE BRAND'S DNA