Italian Fashion turns into Oriental Obsession


February 2, 2015

Andrea Panconesi, Founder & CEO of

China Connect : LuisaViaRoma just organized in Florence during Pitti Uomo, its “Firenze 4Ever” 10th edition under the theme “Oriental Obsession”. Many Chinese KOL attended: can you sum up what was the idea and the outcome ?

Andrea Panconesi : Started in June 2010 to celebrate LUISAVIAROMA.COM’s 10th anniversary of online activity, FIRENZE4EVER is a bi-annual event that promotes and encourages interaction between brands and bloggers, offering both the opportunity to meet face-to-face and to raise their profile online. The event is at the beginning of each new fashion season, just before Florence’s Pitti Immagine and the international fashion weeks that follow shortly after. An event full of surprises and special guests, FIRENZE4EVER 10th edition presents and interprets new trends using the Spring/Summer 2015 catwalk collections.

This year, LuisaViaRoma turned its attention to the East with a golden list of special guests including names like actress and singer BoA, known for her performance in Make Your Move, and her multiple musical releases, as well as actress and model Chrissie Chau who most recently starred in “Journey to the West: Conquering the Demons”. Also much anticipated is Chinese songstress Momo Wu, known as the Chinese Lady Gaga ,who rose to fame after participating in “The Voice of China”, and singer and actress Joyce Cheng from Hong Kong.

Far East became for the first time very close, thanks to the new media and new technologies:

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BOYNAM’s Weibo

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China Connect : You entered the Chinese market in 2011 , how have you seen the Fashion business evolve,  and what does it mean for LuisaViaRoma ?

Andrea Panconesi : We entered the Chinese market with our website completely translated in Chinese. We started shipping before in China but the translation of the website boosted our traffic. The online business drives 90% of our global income. The last two years saw good performances. We forecast a dramatic growth in the Near East market

LVR Ad Campaign



China Connect : Video and visual marketing are gaining momentum, and Online TV platforms will step by step become places to shop: how does LuisaViaRoma intend to take the bandwagon ?

Andrea Pancones : LUISAVIAROMA is totally projected to all kind of visuals: visual art, visual music, visual fashion. We invest to provide our followers with the best contents on video platforms such as YOUKU, iQiYi or QQ Video, and video sharing app like MEIPAI.

LVR collection Pre-Roll Ad







PR Newswire