Fashion Talk with Ermanno Scervino

Ermanno Scervino’s fashion show at Palazzo Vecchio

Ermanno Scervino, a Tuscan empire of fashion founded in 1997 and a brand that, in a few years’ time, has become the favorite of movie stars and celebrities, including Claudia Schiffer, Sharon Stone, Michelle Hunziker and Eleonora Abbagnato. 41 single-brand boutiques and several stores in the world’s most prestigious shopping streets, a turnover of € 96 million and a working force of 236 people which, with the addition of the allied activities, grows to 1.400, making it necessary to consider extension works on the headquarters. 
No other better way to celebrate such a success than through a big fashion show-event, like the one held by Ermanno Scervino on the occasion of Pitti Uomo, on January 9, for buyers and journalists, in Palazzo Vecchio’s Salone dei Cinquecento. 

Fine craftsmanship and innovation, the secret behind the worldwide success of your fashion house. Can we actually speak of the “Made in Florence”?
The “Made in Florence” is the force behind our success. When we took over a small knitwear factory employing 15 highly-skilled female workers, we were severely criticized, but we had and have faith in Italian handmade (quality) products.
The brand is growing fast, especially on non-European markets…
Our company is on an upward trend, thanks to the style and craftsmanship we have always been relying on and to which we owe our success and reputation on non-European markets. Top-quality made-in-Italy products are in high demand.

What do you think about Florence?
Florence is one of the world’s most beautiful art cities, with the plus of having the countryside just outside of the town. 
So, it’s no chance that your headquarters is nestled in the hills rising up behind the town?
A pleasant working place contributes to workers’ loyalty; let’s never forget that companies are made up of people. 

What is it about Florence that you enjoy the most and what has inspired your creations?
The blue sky, the quality of life and every corner oozing with art and history.
When I started off as a designer, Florence was Italy’s most avant-garde city and so rich in stimuli. 

Can you give us some advance information about your A/W 2013-2014 fashion show?
It’s keeping me very busy, because I’m going to send both male and female models down the runway, in pairs. The two collections will have to be in perfect harmony with one another. 

How does showing your collections for the first time in Palazzo Vecchio’s Salone dei Cinquecento make you feel?
Palazzo Vecchio, the symbol of Florence, is the perfect setting for the staging of excellence and tradition, the basic ingredients of the true “Made in Italy ”. It’s a big step in my career.