LuisaViaRoma launches LVR Editions collaborations

By

Dominique Muret

Translated by
Nicola Mira

Published
Jun 12, 2017

On the eve of Pitti Uomo, the LuisaViaRoma website has heralded the latest project by the renowned Florence multibrand retailer, consisting of exclusive creative collaborations with "international labels and designers, and some of the industry's major names." The project, labelled 'LVR Editions', will take off on Friday 16th June at 12 noon, with the launch of three shoe models designed by Sergio Rossi for LuisaViaRoma.

Next on the agenda is the collaboration with Dolce & Gabbana, out on 7th July, then one with Dilara Findikoglu on 21st July, with Italia Independent on 4th August, with Angel Chen on 8th September, with Marina Hoermanseder on 29th September, and finally on 20th October with sneaker brand Superga. The mini collections will feature from one to several items.
 
"The goal of this project is to promote limited-edition, co-branded products and exclusive content targeting a contemporary audience, offering something innovative, exclusive and appealing," wrote LuisaViaRoma, one of the first fashion concept stores to launch an e-tail website, in 1999.

To begin with, the capsule collections, labelled with both the LVR name and the partner's, will be available exclusively online at luisaviaroma.com.

 

A new logo, in large white capitals on a red background, was created for the project, and the retailer is also thinking of opening a new, 2,000 m2 multi-purpose venue in Florence, showcasing among other things the LVR Editions collections.
 
LuisaViaRoma currently has a staff of 200 and generates a revenue close to €130 million, 95% of which comes from the website, which each year features a selection of apparel and accessories from some 600 different collections.