Lefay Resort & Spa Lago di Garda awarded as Best Destination Spa in the World

Lefay Resort & SPA Lago di Garda is a luxury hotel that opened in the summer of 2008 in Gargnano. Recently it was honored as “Best Destination Spa in the World” at the prestigious World SPA & Wellness Awards 2016.


The convention Professional SPA & Wellness is held every year in London and  involves the most important professionals in the global health sector. The World SPA & Wellness Award is composed by a jury of specialists and independent experts of the wellness industry, that rewards the best Spa of each continent standing out for excellence in service and standards.

For the first time this year it was also introduced the new category “Worldwide Health and Wellness Destination” exclusively dedicated to the best wellness hotels in the world: Lefay Resort & SPA Lago di Garda has been named with the most famous structures at international level including COMO Shambala Estate (Indonesia), Kamalaya Wellness Sanctuary & Holistic Spa (Thailand), Lanserhof Tegernsee (Germany) and Lapinha Spa (Brazil).

This amazing resort is located in Gargnano, one of the best villages on Garda lake. It is situated inside an 11 hectares natural park in the heart of the beautiful “Riviera dei Limoni”, surrounded by hills and natural terraces rich in olive trees and woods overlooking the lake.



The concept of wellness at Lefay embraces the entire holiday experience, including the attention to cuisine and details, the luxurious wellness area and  the design of the  wonderful location, in line with the natural environment.



There are vineyards and olive woods
and lemon gardens on the hill at the back.
There is a lovely little square, where the Italians gossip
and the fishermen pull up their boats, just near.
Everything is too nice for words – not a bit touristy,
quite simply Italian common village”.

D. H. Lawrence from a letter to Edward Garrett
September 16th, 1912








The wave bag

For the upcoming SS Season 2016 Tod’s launched the new and modern Wave Bag, the perfect mix “characterized by excellent craftsmanship and luxury materials in different sizes, models” and what better way to celebrate it, than an all-female advertisement campaign? 

In order to communicate the versatility both in usage and in style of this future icon item, “the Italian apparel and accessories house is highlighting the “special attitude” of its Wave Bag in a personality-driven campaign featuring modern creative talents.”

“Wave Attitude”
is the title of the video where the main character is the Tod’s Band, a posse of 15 females from the music, art, fashion and film worlds, all of whom come to the brand with their own perspectives on style, modeling the handbag in their own way.                       This is not the first time that Tod’s uses this special and involving format to promote and impress customers throughout influencers and ambassadors who represent and embody totally both the personality of the item and the values of the Brand. It’s a very particolar communication tool, with the strong competitive advantage to build a solid relation between the brand and the users,  attract customers attention being able to establish a long term relationship since it will be a movie divided in episodes; the perfect storytelling. 

A soft and smooth shape that reminds the fluid water-sea motion, an overwhelming wave as the name suggests.  The Wave Bag is ingeniously designed and thought to avoid rigidity for independent women.

A Must Have! 


10 Questions to…

I had the pleasure to interview a very nice man, Andrea Franchini. He is now based in New York and he is working at Hotel Americano, a  boutique hotel in Chelsea from Grupo Habita, famous for its Bar Americano,its amazing design, for its magic rooftop pool and not only!

Here are my 10 questions to Andrea Franchini!

1. As you are working in a boutique hotel, what is your idea of “glamour and luxurious”?

I work for a Mexican hospitality group, Grupo Habita, whose founders developed a chain of design hotels in Mexico and the US.  I live in New York and Hotel Americano is my base. Our hotel is design driven and it is an “under the radar” destination.  Hotel Americano was developed in West Chelsea, the gallery district, when literally nothing was around.  It quickly became a destination for the art and fashion community because of its distance from the crowded and more glamorous places in NYC and because our hotel, restaurants and bars became a sort of artsy club without the need of a membership. So to answer your question we offer an experience different from what comes to mind when most people think of glamour and luxury. We deliver a unique and cultural experience.

  1. Why do you choose hospitality sector?

I didn’t choose it. My career brought me here by coincidence. You know were you start, you don’t know where you end.

  1. Which are the principal aspects in a hospitality career?

Definitely the pleasure of hosting people and understanding your guest’s needs in advance. Of course “vision”. And hard work, work, work.

  1. Is it different from the career of other sectors?

It truly is. It is a lifestyle.

  1. What about your professional records? How did you get there?

After managing night clubs for many years in Rome and other fancy destinations like Capri, Porto Cervo and Cortina, I founded the marketing and advertising agency “Selected Adv” in 2007 along with 2 classmates (we were still students at Luiss Guido Carli in Rome!). We developed a unique network amongst the top 10 Italian universities which hired us as the exclusive agency to sell marketing and advertising campaigns within their premises. The business turned out to be quite successful as it matched the needs of students (services and fun activities), corporations (brand and sales activations) and colleges (fund-raising). Every actor involved was getting something out of this business model.

  1. What are your main daily activities as a director of events and brand development?

I was recently promoted to a more involved role which expands my responsibilities to all the new hotel openings in the US, the next ones being Chicago and Los Angeles. I supervise all the special events, partnerships and opportunities to develop our brand and business. We do so leveraging from the deep connections that Hotel Americano has built during the past years within the art, fashion and design industries.

  1. Shows, exhibitions, parties. What are the main events in your hotel?

We partner with many art fairs like Frieze and The Armory Show in NY and Zona Maco in Mexico City, as well as with many exhibitors coming to New York during Design Week. Many art galleries, fashion brands, and museums host their after show parties and dinners here at Hotel Americano. Of course this fun energy spills out to the other public areas of the hotel and provide our hotel guests with a whole experience. “Lobby Socializing” is very important.

  1. What are the best promotion channels for a Hotel, and why?

We only advertise the hotel in a select few publications like Interview Magazine, Artforum, Surface Magazine, Cultured Magazine, Apartmento, Wallpaper. We have a series of very cool ad pages which include our logo and one object. Other than that, it is through events and partnerships that the hotel promotes itself. The organic word of mouth and buzz is the most powerful tool to promote a boutique hotel. Social media of course is another channel we use for promotion.

  1. Which are, in your opinion, future trends to focus in the tourism market?

I believe nowadays it is all about delivering the right experience to your guests.  

  1. As an Italian, how do you feel and live in the US?

New York is still the capital of the world. Each person you meet as something interesting to share with you. You learn something everyday.

I love my country but unfortunately I see things getting worse year by year. I partially disagree with those pointing fingers against our politicians. They are Italians as well. It is a much deeper issue: it’s a cultural and generational problem. Italy owns its heritage and the country has one of the most impressive landscapes. Unfortunately tourism operators can’t do that much when infrastructure is lacking and bureaucracy represents a barrier to attract and develop business. Within this negative background I see pleasant exceptions like Milan. The Expo helped the city to change its shape. Arts and culture attracted clusters of international brands, designers, artists, students and professionals. Change ultimately comes from creative minds.


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Lewis Hamilton: the alpha male

Lewis Carl Davidson Hamilton, better known as Lewis Hamilton, the three times Formula One World Champion (2008, 2014, 2015) and just awarded Sportsman of the Year , has become an influencing personality not only in the world of engine and cars, but also in the fashion world.
Lewis fits perfectly the new generation alpha male: with his story and his life, he is the flawless source of inspiration for successful people, who wants to chase with lots of passion, dedication and determination his or her dreams.
He is a legend, a champion, the fastest pilot in the world, the perfect portrait that embodies an absolute determination to be on top in everything he does: the quintessential example for both men and women.

“Dare to be the greatest. Inspire, spread love, and live every day to the fullest.”

This is his motto, the recommendation and the advice that he gives to millions of fans who follow  him on social media, such as Facebook, Instagram and Snapchat where Lewis is very active.
Very often criticized for his lifestyle too much daring and eventful for a F1 driver, he is always more and more involved in the fashion and luxurious world:
since he is very passionate of watches he is testimonial of IWC Schaffhausen (unique and high performance Swiss watches) since 2013, he is also the exceptional testimonial for an Italian moto brand the MV Agusta, here in these pictures and in the video you can watch the limited edition MV Agusta Dragster RR LH44.

The German luxury fashion company Hugo Boss has dedicated an entire line to the stable, the “HUGO BOSS for Merced-Benz collection” where Lewis is the undisputed key player.
The Merces AGM Petronas sponsor Bose who “share a similar heritage, built on the principals of innovation, technology and design excellence” decided to create a personal soundtrack for Hamilton, based on real sounds of the Mercedes AGM Petronas Formula 1 Team. It’s pretty clear that music is one of the most important thing for Lewis, a fundamental component of his life, an escape from the daily routine.

Recently this year, after having saw him taking part to all the most fashion events, such as the Fashion Weeks, he became the new face of l’Oréal Paris Men Expert.
“The world’s fastest driver, Lewis Hamilton has become a legend. He likes taking risks, on the track and in his style. As the new Alpha Male by definition, he’s the ideal match for Men Expert. Modern, he’s a leader for a new generation of men for whom masculinity doesn’t mean macho – it means masculine,” said Cyril Chapuy, L’Oréal Paris Brand Global President.

“In my world, success is down to focus and efficiency. L’Oréal Men Expert has the same philosophy – and their high-tech products are made for men like me. I don’t want to waste a second and I’m used to getting the result I want. I’m proud to join the L’Oréal Men Expert club,” said Hamilton.



Ghosts in Gucci

In Brooklyn and its surrounding areas ther are too many ghosts with popular mesh from Gucci logos. Funny ghost name GucciGhosts are everywhere: on the walls, asphalt, garbage cans and T-shirts — their authour is Trouble Andrew.
When creative director of Gucci Alessandro Michele first seen the «GucciGhosts», he did not sue the artist for the use of the logo belonging to the fashionable House, but instead invited the artist to the Gucci team.

gucci-ghost01-822x548Alessandro Michele and Trevor Andrew in Andrew’s temporary studio at the Gucci headquarters in Milan.

A successful snowboarder in the past, and the musician and street artist at present Trevor Andrew in the early 2000s played at the Olympics for Canada, and after the injury he moved to Brooklyn, where now draws graffiti.

While still a teenager, Trevor bought a Gucci watch, which became for him much more than just an accessory. First, the athlete began to paint iconography of the brand on snowboards and skateboards, denim and leather jackets, vintage items, decorative objects, and then completely went out on the streets with the slogan «Life Is Gucci» and with GucciGhost.

This extraordinary creative union has already given us an unusual images and new must-have pieces. GucciGhost is a new trend from the streets.

gucci-ghost-collaboration-fall-2016    gucci-ghost-collaboration-fall-20161    gucci-ghost-collaboration-fall-20162

Gucci Ghost Fall 2016

To know more about GucciGhost and its creator you can visit the official site of Trevor Andrew.

Photo by wwd.com  glamour.com

Has Milan an architectural identity?

Milan is supposed to be the less Italian city in terms of architectural identity: if we consider its most famous monument, the Cathedral, it reminds more to French churches, like Notre Dame in Paris, than to a typical Italian dome.
The city has been an important centre during the Roman Empire, the Renaissance and capital of the ephemeral Italian state created by Napoleon at the beginning of the XIX century, but it seems that all these years have left no tangible remains.
The majority of the population finds Milan as a city without a strong Italian identity: is that true? Is the architectural heritage the only feature for determined the Italian identity of this city?

Torre Breda

From the second half of the XX century, “la Madunina” (the statue of the Virgin at the top of the Cathedral) has seen the birth of a new town, in which advanced materials, technology and economic growth have added new elements to the skyline.

First of all in 1954, Breda Tower soon became the symbol of progress for a country involved in the reconstruction after the Second War World. Thought for hosting rich families, this building of 30 floors was provided with futuristic services for that time, such as automatic doors, a mail system connecting the apartments directly with the post office at the ground floor of the building and a balcony where children could play.

torre velasca

1958 is the year of the Velasca Tower: very close to the Cathedral, it is considered the second symbol of Milan (after the Dome, of course). Its particular shape (reminding to a mushroom) is a tribute to the towers built in the Renaissance and it is the solution found by the architects for creating space where it was needed.

torre pirelli

Two years later, the landscape of Milan is modified by the Pirelli Tower: the named society was looking for a prestigious location where basing the headquarter. With its 31 floors and 127 meters high, it is one of the highest building all over the world made in reinforced concrete.

palazzo lombardia

From the 90’s, the Garibaldi Station district has been the center of a new era for Milan.
Starting with the two towers wanted by Trenitalia for hosting its offices, in 2007 the building site for the creation of Lombardy Palace was opened. A central tower of 161 meters high is surrounded by a series of buildings of 8 floors connected through a covered square, which holds the record for being the biggest European covered square. In 2012 the Palace has won the title of best European skyscraper, because of its design, innovation and sustainable features.
The eco-friendly topic seems to be the element in common among all the towers in this new district.

torre unicredit

Unicredit Tower, opened in February 2014 and surrounding Gae Aulenti square, is easily recognizable thanks to its spire and it has been conceived for maximizing the energy efficiency.

bosco verticale

Just behind it, Vertical Forest is a residential complex where to the occupants is asked to have the green thumb, because of more than 2000 plants and trees of 50 different species placed on the balconies from the bottom to the top floor.

After Garibaldi area, the new destination for skyscrapers is the so-called Citylife district. Big building sites have taken the place of the ancient fair area for the rebirth of this part of the city.


Isozaki Tower (or Allianz Tower) has been celebrated in April 2015: with its 247 meters high, it is the highest Italian building. Hadid Tower and Libeskind Tower, known in Milan as Lo Storto (the Twisted Tower) and Il Curvo (the Curved Tower) are planned to be finished in the next years and with the Straight tower (as it is called the Allianz Tower), they are going to modify again the skyline of the city.


As we have seen, the lack of a strong architectural heritage has been taken as an opportunity by architects, who were free to imagine and to create any kind of shape.If the past hasn’t left visible signs on the city skin, it could be interesting supposing that the Golden Age of Milan is now.
Rome has been the centre of the world during the Roman Empire, Florence during the Renaissance, and why not Milan for the present?

Photo credit : commons.wikimedia.org and flickr.com




A journey through the real italian craftsmanship


Florence – In the cradle of beauty there are still artisans that preserve the traditions of Florentine Tailoring.

For nearly a century Liverano & Liverano tailors suits respecting the ancient methods from the fabric cutting, passing from the hand sewing to the manual ironing.

Each gestures under the relentless eye of Mr. Antonio Liverano, who after 70 years, is still actively managing the atelier following his clients from New York to Tokyo.

antonio liverano
Mr. Liverano at work 

Liverano & Liverano is the last Tuscan tailor shop that shields the classic Florentine jacket, a model characterized by the unique sewing on  the side and the absence of padding on the shoulders.

As explained by Vittorio Salino, one of the hands of Liverano’s atelier, the Florentine jacket model achieve resounding success especially among young professionals and tailoring lovers.

Mainly from America and Southeast Asia, the Liverano’s clients have to wait more than one year to wear their artwork, fitting for 3 times their suits during dedicated trunk shows.

More than 100 handmade working hours and the use of precious fabrics validate the 5000 € average cost for a suit that is created only with scissor, yarn and needle. A timeless piece of art that can be inherited from father to son with the possibility to take in and enlarge it of ten size without losing the allure of the piece.

Despite this not affordable price, last year the tailor shop produced nearly 600 pieces mainly for foreign lovers of italian tailor craftsmanship.

“The tailor is like a doctor, follows the client during all his life, sharing a life journey from the first to the last item of his wardrobe… A relation based on the precious advices of the artisan and the innate passion of the client passed on among generations.”


Alessandro Aldeghi & Alberto Magni


Art studio 2.0: The catwalk

How to memorise the latest fashion designs displayed on the event of the year, the Milan Fashion Week, better than with artists having the sense of creativity running in their blood?





Nowadays it’s not unusual to find some fashion illustrators next to celebrities and press executives. Maybe you won’t recognise them directly, but lately seeing a pen and some paper will identify them for sure.

They support designers and brands turning the best styles from the show into artworks. These can be frame recent promotions or just being held as a colourful inspiration for upcoming ideas and collections. Its creativity on stage.

So as well, SHOW studio displays as being the award-winning fashion website for young artists , famous fashion illustrator Blair Breitenstein with their interpretation of the key looks from A/W 16 MILAN runways.


“… fashion illustration leaves room for a viewer to interpret the clothing and use their imagination a little bit.

It gives you a chance to see clothing in a different context.” 

(Blair Breitenstein aka @blairz)


Breitenstein’s clients shows a huge range of key influencers as f.e. Prada, Harper’s Bazaar and Saks Fifth Avenue. She uses water colours, oil and acrylic pens to create a unique style forming luxury collections into a special artwork. She gives modern designs a vintage character of the 60s and 70s.






But why are these drawings still important and can influence todays luxury fashion world?

The answer is simpel:

Art is uniqueness. 

Connecting to my articles What does Luxury mean? and Art vs. LuxuryBlair Breitenstein and her latest project can be shown as the best example.

With the headline ‘Fashion-savants are hungry for more!’ the illustrator created with MCM an exclusive art of customisation. The brand organised an event where Breitenstein gave her signature and expressionistic style onto the facades of guest’s purchases.

It’s the proof that not just arts from the past centuries as f.e. the Renaissance can be used to reinvent and inspire modern fashion.

Art does show presence in this times luxury, and it gives hope while having such a big influence of digital aside that three words will stay as a vision for the future:




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Santa Maria Novella: Specialties

The Officina Profumo Farmaceutica di Santa Maria Novella is something truly remarkable to visit in Florence. It’s one of the oldest pharmacies in Europe, linked to the order of Dominican friars and some ancient Florentine families: Acciaiuoli, Valori, Medici themselves.
Besides its unique fragrances and skin care products Santa Maria Novella also provides a wide variety of specialty food, liqueurs, teas, honey and chocolates. All products of the company are manufactured and packaged in the factory’s herbal department.


Noteworthy to mention  Santa Maria Novella repeat the traditional scientific rigor the Dominican friars followed over the centuries, while retracing the Santa Maria Novella’s history with herbs.

The variety of liquores includes such flavors as Cappuccino Liquore, Elisir di Rose, Elisir di China, Elisir Stomatico, Elisir di Edimburgo, Liquore al Cioccolato, Liquore Mediceo and Liquirizia di Santa Maria.

Tea has always been about ritual and the sense of well-being that accompanies it, and this luxury is what Santa Maria Novella strives to provide.When it comes to teas collection, Officina preserves the high quality of herbals in the wide range of  assortments. Among them are some infusions, or tisanes, which use natural, fresh ingredients to create flavoursome sensations.

img_5791More than just a tea supplier, Santa Maria Novella brings knowledge, experience and enthusiasm to the table. Most importantly, their standards are as high as ever – which guarantee that every cup of Santa Maria Novella tea served will exceed its customers’ expectations.

Tea always makes a welcome and appropriate gift, and Santa Maria Novella specializes in creating beautiful gifts for every need. For pure luxury, Santa Maria Novella goes beyond tea itself and presents the accouterments among which cookies, fruit jellies and licorice tablets that make the Italian tea drinking ritual unique. At the same time Santa Maria Novella offers its customer organic and made in Italy honeys depending on the availability the season offers.

Olfactory Paradise

Officina of Santa Maria Novella, the place of elixirs and parfumed products

A 600-year-old pharmacy started by Florentine monks is now a trendy global marketer of perfumes and medieval elixirs.


The Officina Profumo-Farmaceutica di Santa Maria Novella still sells traditional elixirs, along with more contemporary skin-care products, oils and perfumes.
As with all of their products, Soaps are made in Officina Profumo-Farmaceutica di Santa Maria Novella’s production facility on via Reginaldo Giuliani. All these soaps have a plant based and are enriched with high quality natural ingredients.

Though modern machinery is employed for production purposes, the original, ancient formulas are still followed. Each bar of soap is embossed with one of Officina’s historical stamps, then is set to age in ventilated cabinet for one month. This ageing period enables the soap to reach the ideal point of maturity, benefitting fully from the properties of its natural components.

For more informations, see http://www.smnovella.it/home.html.

Post by : Lucrezia Livelli and Chiara Saviotti

The History of Perfume

The use of perfume originated thousands of years ago, way before the success of the global cosmetics giants Coty and Guerlain and Marilyn‘s bedtime ritual wearing Chanel n° 5. Fragrances have always been used by the upper class to be distinguished from the mass.


In Ancient Egypt, scented oils were thought to be the sweat of the sun god Ra and were used for both ceremonial and beautification purposes. There was even a god of perfume, called Nefertum, who wore a head dress made of water lilies, popular ingredient used to make perfumes at the time. Other ingredients imported from Africa were aromatic woods and myrrh, very important for trade routes.


In Ancient Persian art, members of the royal class were pictured with perfume bottles, as shown in some portraits of rulers Darius and Xerxes. Some believe it was during this time that the distillation process was invented, thanks to the experiments of Persian doctor Avicenna.

A mural in a perfume-maker’s house in Pompeii shows the Greek and Roman perfume making process: first they would make oil by pressing olives, then they would add ingredients like plants and woods, so that the oil could take on the scent. Perfume was also used in ancient societies to bring believers closer to the gods.

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In Ancient China perfumes (mostly incense) were used as disinfectants rather than cosmetics. Women from the high society would use scented flowers to scent their hands. The same ingredients were also used for food and medicine.

During the Middle Ages in Europe it was thought that bad air could make you sick so women used portable perfumes called pomanders, balls of scented materials kept inside a case. The elegant accessory was used as a protection against infection in times of pestilence or merely to modify bad smells. Animal-based ingredients were also used, mostly secretions painfully scraped from the genital organs of civet cats, musk deers and otters.


But it was in Italy that the first Eau de Cologne was created. After this invention of the aqua mirabilis (a distilled made of alcohol, sage, betony, balm, and other aromatic ingredients), during the Renaissance Italy became the center of the world perfume trade for several hundred years. In Florence, the Pharmacy of Santa Maria Novella became famous in the early 16th century thanks to Catherine de Medici, daughter of the most powerful family of the city. To commemorate her marriage to Henry II, the future king of France, the monks created a special perfume named Acqua Della Regina. The perfume is still one of the most popular scents sold at the legendary pharmacy and it’s been renamed Acqua di Santa Maria Novella. The unique scent of bergamot and aromatic spices remains unchanged.


Under Catherine’s patronage the pharmacy’s repute spread, and in 1612 it opened its doors to the public. She was later accused of murdering people with her poisoned gloves.


The story of the perfume continued until the late 1800s, when the modern perfume industry was born.

C: Alux.com ; Dionea Orcini.com ; Bustle.com


Precious Art in Florence: SCUOLA DEL CUOIO

di Iside Pellegrino

Scuola del Cuoio was created after World War II through the collaborative efforts of the Franciscan friars of the Monastery of Santa Croce and the Gori and Casini families, Florentine leather artisans since the 1930’s. Their mission was to give orphans of the war a means to learn a practical trade with which to earn a living.

scuola del cuoio3

Today, it represents the most important Laboratory in the City, where we can find the old tradition of handcraftmanship products . It is a very important connection and reference for all the world to learn more about ancient italian crafts.

Trought Scuola del Cuoio, Florence can keep alive a pure concept of Made in Italy, that starts from a very accurate selection of the leather, technical ability such as Gold Gilding, and unique creative compositions.

scuola del cuoio

In order to share this precious knowledge , the School organizes different activities such as Free Visit, Techinical Visit, Workshop and Courses. Everyone is free to explore this World and put himself in the position to acquire handcraft ability that risk to be lost.

Visit this precious Place or partecipate to some courses to live  a personal adverture  combining emotion and creative ability of our Made in Italy production!



The new trend is … we do not have any trend.

Fashion weeks around the world has just finished, the designers have launched the new collections, the bloggers have traveled the world, fashionistas have had their opportunity to use the most extreme,extravagant and not typical dress of their wardrobe and Kendall and Gigi are still the super favorites to ride the runway.

And what about us?After the fashion week ,we can start to buy something to enrich our wardrobe, following the new trend.

This year, however, we can not go in search of something that is essential to makes you trendy, as there isn’t a real trend.

With the latest collections we have fully experienced the rupture with classic tailoring values, as we so on the runway the designers have used hi-tech inserts, multicolorrainbowtullestripedsilver and so on and so forth.

Certainly there is a break up with the Kardashian style that in this latest period represents us, no longer latex dresses clothing or mono color: white, powder pink or black, but a lot of color and experimentation, rainbow dressed in the morning and in evening in silver like our heroes of Star Wars.

Finally, everyone can be what he wants, having the  freedom to experiment.

Valigeria Guccio Gucci, where everything began

“Gucci is as Florentine as Johnnie Walker is Scotch, and there’s not much that anybody can teach a Florentine about merchandising or craftsmanship. We Guccis have been merchants since around 1410. When you say Guccis, you are not thinking of Macy’s.” Aldo Gucci

Today, is impossible to do not feel the radical changes that Alessandro Michele is making, being faithful to the original Gucci but following the actual trends. Everyone is in love with his creations, but do they know how the house of Gucci was born?

Everything started one Sunday in 1921, when Guccio Gucci, during a walk with his wife Aida, noticed a small shop for rent in Via della Vigna Nuova street, in Florence. Soon that space became “Valigeria Guccio Gucci” (later Azienda Individuale Guccio Gucci).

Guccio selected sturdy, well-made bags and luggage at a reasonable price. He after opened a small workshop behind the store where he could make his own leather goods.


Soon also his five children began to work in the family business, except Ugo (son of Aida) who showed little interest.

The Gucci business straggled during the years economic problems: once, in a closed-door meeting  with his family and employees, Guccio told them he was going to be forced to close his shop, unless a miracle happens. And that miracle was Giovanni Vitali, his son in law, who had some savings apart.

In 1923, the founder expanded the workshop including a team of leatherworker. They start producing fine bags of delicate kidskin and chamois and telescope purses with gussets on the sides.


In 1947, his son Aldo created a bag, 92027, the iconic bamboo bag. The bamboo was introduced under the prewar trade embargo and the shape of the bag was inspired by the side of a saddle.

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In 1953 they inaugurated the store in New York, and only 15 days later at the age of seventy-two died of heart attack.

After this episode, another long story began..


Thinking about Luxury


There are many definitions of Luxury. According to Oxford dictionaries: Luxury is the state of great comfort and extravagant living. Merriam-webster dictionary says that Luxury is: a condition or situation of great comfort, ease, and wealth, something that is expensive and not necessary, something that is helpful or welcome and that is not usually or always available.

When we talk about Luxury, most of us seem to sparkle of diamonds, luxury apartments, cars, restaurants, events, something rare and expensive, not available to many. But the main thing when we talk about Luxury is quality and comfort. Quality and comfort are the two basic components of Luxury.

On the other hand Luxury is also a state of mind and a feeling experience. The Luxury experience is something more than just to own a luxury goods. There is a joy to make an experience which nobody did before. There are many simple things which you can have without cost and can provide you into a luxurious way of thinking. Luxurious way of thinking means the way how we interpreters the world and the things around us. What kind of experience we are creating everyday to feel more luxurious? What kind of possibilities we are looking for creating this experience? What make us different to others when we start to feel more luxurious?

Personally for me Luxury it’s not only the price, quality and ease, Luxury is something that allows me to be myself in spite of the foundations and rules. This is something that I can not afford to do every day, which is rare. For me, it’s the time I can spend with my close people and the freedom to say what I really think.

At such moments is born the need for special things, whether it’s an expensive watch that you give your loved one or a bag for your mother. Things are no longer just a things, they acquire a new meaning, in which you put your own feelings, history and recognition. Things can live eternal life and give memories and emotions – that’s what we pay. Some would say that we buy quality and comfort and a piece of history of the brand. But I think that we are buying the ability to write our own history, without spending precious time creating things.

Laura Biagiotti -Meeting a Far World

di Iside Pellegrino

Milan-  Fashion Week 2016.

After 28 years from the first fashion show in Beijing, Laura Biagiotti created for the Fashion Week 2016 in Milan a New Fall/Winter  Collection as a tribute to the culture and the style of one of the most important international market : China.

In 1993, she received the Marco Polo award in Beijing for having brought Italian industry to China.


In the F/W 2016 collection , she combined in a contemporary way the Chinese tradition and Italian style in the new worldwilde prospective, creating coats and silk skirts made with patchworks of typical Chinese decorations.

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In the first five months of 2015, according to data by Sistema Moda Italy ( SMI ) , italian export grew by 30.4 % to almost 100 million euro , making China the tenth market for women’s clothing made ​​in Italy . So Luxury company and Fashion in general are looking to East, where the market is growing strong and fast and that is the reason why the Giant of Fashion are creating ad hoc collection and advertising campaigns for that specific area.

Laura Biagiotti has been again a great example on how to combine different cultures in luxury field. Wearing her collection means making a Trip to the other side of the world through material and design that break the boundries of imagination!

A Night in the Old Milan with Pomellato

In the last 10 years Milan has been changing a lot, becoming a European example of modern architecture. In fact, many national and international archistars have contributed to the urban development designing new buildings and entire neighborhoods, like Porta Nuova Business District (with the Unicredit Tower by Cesar Pelli, the Vertical Forest by Stefano Boeri and Palazzo della Regione by Ieoh Ming Pei), Citylife residential and business district (Zaha Hadid, Arata Isozaki, Daniel Libeskind), the new Università Bocconi all’Ansaldo building (Grafton Architect) and the Nuovo Museo Fondazione Prada for Contemporary Art (Rem Koolhaas).


Stressing the ideas of progress and modernity, it seems like the world is starting to forget about the cultural heritage of Milan, that is not only the largest industrial and financial center of Italy, but also a city full of history and to be discovered, made of unexpected courtyards and other hidden pearls. 

Beautiful example of the Old Milan is the district of Brera. Located in the historical core of the city, it is centered on Brera street. Main attractions are the Brera Academy of Fine Arts and the Pinacoteca di Brera, one of the world’s major art collections, which prominently contributed to the development of the district as the artists’ neighborhood characterized by a bohemian atmosphere and once considered as “the milanese Montmartre”.


With its tiny narrow streets made of cobblestones, Brera is a real bijoux in the heart of the chaotic metropolis of Milan.


Nowadays become the center of luxury shopping, despite the opening of many restaurants, cafés, nightclubs, this area still keeps some of its original bohemian beauty with its small eccentric boutiques, antiques and arts stores, colorful markets and fortune tellers. To get lost its tiny narrow streets made at night, walking in front of centuries-old churches like Santa Maria del Carmine‘s, it’s not difficult to imagine that Little Bohemia once attracting avant-garde painters and writers.


Opened in the 1911, Bar Jamaica soon became known as the “artistic coffee shop”, meeting point of the milanese creative elite (to mention a few, the artists Lucio Fontana and Piero Manzoni and poets Giuseppe Ungaretti e Salvatore Quasimodo).

It was here that, in 1967, Pino Rabolini came up with the idea of launching the infamous jewelry group Pomellato starting a new revolution. Influenced by the creative environment and social revolution of the time, his iconic, colorful and totally unconventional jewels started to represent a new independent, self confident and sensual woman.


The new face of the brand is the actress, producer and activist Salma Hayek, married to Kering CEO François-Henri Pinault. Kering acquired Pomellato in 2013. During Milan Fashion Week a Vogue special event at 10 Corso Como celebrated the new campaign shot by Mert Alas and Marcus Piggott in Los Angeles.

“A Pomellato jewel has the character and power to enhance a woman’s personality,” said Hayek, who has favored the brand for red carpet and social appearances. “It allows her to reinvent herself every time she wears it.” “With Salma, Pomellato is living a new adventure and a beautiful transformation while remaining true to its origins,” said the brand’s chief executive officer Andrea Morante.


49 years after its foundation, during the Milan Fashion Week, Pomellato chose Brera to present the new Nudo, Capri, Tango and Sabbia Collections.

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On February 26th special guests came together at Bar Jamaica to celebrate the brand. Fashion influencers Anna Dello Russo, Carine Roitfeld, Vanessa Friedman, Robert Rabensteiner, Robbie Myers and Jonathan Newhouse were present.

Models wore splendid creations in 4 theatrical vignettes. The cozy atmosphere took the guests back to the colorful world of the late ’60s. The nostalgic yet contemporary vibe was perfectly in line with Pomellato‘s DNA, fresh and modern but always true to its heritage.

C: Pomellato.com; Vogue.com; PalazzoParigi.com; Fascinointellettuali.larionews.com; Vecchiamilano.wordpress.com



Voyage in Gucci’s world

It’s pretty clear that a new era began for Gucci.
Alessandro Michele, the new Creative Director since January 2015, has broken out like a dark horse in the fashion race, changing radically the concept in the stores, the approach with customers and the image of the Brand.
I had this feeling in first person, entering in the Florence flagship store; the decor, the environment and the atmosphere reflect an innovative, color, wonderful, eclectic, printed and textural approach to design

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The link with the heritage and the values of the brand were evident both in the items and in the furniture of the store, it seemed there was an imaginary connection between the museum and it, the theme of the travel were present with some chests used as table to show some colorful kerchief, as well as the iconic bamboo bag and what impressed me the most; the costant and very romantic rose herbaceous pattern, repeated on scarves and kerchief, on bags and shirts, on accessories and mannequins.

“A symbol of a delicate and poetic imagination… Flora is an icon of continuity from the precious historical archives, which revives every season with its evocative and timeless graphic power. An image inspired by fairy- tales and real life, which continues to be reinvented with passion in a myriad of variations.” http://www.guccimuseo.com/en/gucci-archive/flora

A new, fresh and romantic breeze has embraced and wrap up the Florentine Fashion House. Attention to details and impress should be the new motto for Gucci; the clients have a fascinating experience in the store, it seems to entering in a magic and colorful world, very romantic and dreamy.
The brand has also improved the customer in-store experience enhancing visitors’ position, giving the guest a specific role: he/she has to feel in his/her personal walk-in closet. Each detail of the merchandise disposition (items are not organized with a chromatic order, but a shirt could be matched to a pants or a skirt based on the visuals taste) and the materials used are very important in creating the perfect atmosphere that makes you comfortable.





Milano Fashion Week Atmosphere

My team and I have been working a lot on our project about Fausto Puglisi. We asked the Business School of Sole 24 Ore to help us finding four tickets to attend the stylist’s show. The Show held this February during the Milano Fashion Week and the School has been able to provide us with a ticket. Only one of us had the possibility to see the show, while the three of us had fun outside interviewing people.


Wednesday 02-24-2016 after lesson we headed to Palazzo Del Senato in Via del Senato, Milan. We took the red subway to San Babila and the fun began. For the first time I jumped in another world: there were models walking all around the major streets in Milan, photographers concentrated and focused on stealing the best picture of the shows, bloggers talking to everybody and taking stylish photos and there was me. I felt so lost in this colorful Milan but at the same time I was so fascinated. There was something different from the typical grey and frenetic Milanese life. There was something more. It was a carnival of bright color dresses, smiling people and fresh international air. People from all over the world were attending one of the most relevant fashion event of the year: the Milano Fashion Week.

Outside Palazzo del Senato there were hundreds of people. They were trembling in queue to see Fausto Puglisi Fashion Show. And I was there too. My team and I were really part of this system. We started interviewing people asking the brand awareness and the brand reputation, talking about Milan and fashion, discussing brand image and trying to get information for the show. There were so many kind people, really willing to help us, enthusiastic people waiting to see the new collection and other brands’ models showing their amazing outfits.


During Milano Fashion Week we can breathe fresh new air. There’s a new excited atmosphere. It’s the time of the year where you can express your style and your personality, meet new amazing people, find something you love, take amazing picture, walking around the city in this party atmosphere, get inspired by what you see and learn something new.


Hi everyone,

my name is Laura Dolcetti and I come from a small town between the lakes Garda and Idro, in province of Brescia. I graduated in foreign languages for business at the Catholic University in Brescia two years ago.

My strong passion for different cultures and people guided me to travel a lot, both abroad and in Italy. After my graduation I spent 3 months working for an Italian company in Moscow and I fell in love with this amazing city. Then my work experiences made me move from Brescia to Treviso, from Padua to Milan, where I live also today.


I like books, photos and music.

But what I love doing the most, is enjoy my time with the people I love in places that I love.




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About Veronica

foto blog


My name is Veronica Tezza and I am attending the second edition of the International Luxury Management master.

I moved to Paris in 2012 for a six-month experience and where I spent three amazing years! In the Ville Lumière, I worked in the hospitality sector and, at the same time, written the thesis for getting my second degree in International Relations at Cà Foscari University.

During the years spent abroad, I really discovered how much Italy is loved and truly appreciated all over the world: I wanted to know more about Italian excellences and this is why I am attending this master.

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Here you can find my articles:

Best European airports

Iconic Italian lamps – part 2 –

Iconic Italian lamps – part 1 –

Ex-industrial district: new spaces in the city

Zaha Hadid in Italy

Luxury hospitality discovers the islands of the Venetian lagoon

Officina Profumo Farmaceutica in Florence

Has Milan an architectural identity?

Is the Golden Age of pearls coming back?

Montrachet : where angels close their wings