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Although born in Milan, Ermanno Scervino has strong ties to the city of Florence, where he moved at an early stage. Moreover, the proximity of Forte dei Marmi, where he spent his summer vacations, let him meet important actress from the Italian cinema such as Sophia Loren and Monica Vitti, who came to the famous seaside in Tuscany. These experiences, together with the ones lived in winter in Cortina D’Ampezzo, marked the stylist’s artistic concept, who will give his brand the “Sport Couture idea”. .
(Borgogno Pauline, “Claudia Schiffer è il nuovo volto della compagna Ermanno Scervino inverno 2024-25”, L’Officiel, 26/07/24, https://www.lofficielitalia.com/moda/ermanno-scervino-claudia-schiffer-nuovo-campagna-inverno-25-2024).
Essential for the Italian fashion house is the meeting with Toni Scervino, who will provide the designer with the support to give birth to the brand, finally founded in 2000 in Florence, a city that underlines tradition and craftmanship. In fact, collections by Ermanno Scervino are characterized by “artisanal processes with an haute couture flair” (Ermanno Scervino Heritage, https://ermannoscervino.com/it/pages/scervino-heritage). As representatives of the brand’s spirit, Ermanno has always chosen important female figures, like Bianca Balti, Kate Moss e Irina Shayk. Not without reason, the face for the Fall Winter 2024/25 campaign is super model Claudia Schiffer, who turned fifty-four last 25th of August. On the brand’s Instagram profile, it is written that “Legendary Claudia Schiffer, is the new face of Ermanno Scervino’s fall winter 2024/2025 campaign. The collection celebrates the shapes of women’s body through couture silhouettes, sensual materials and the Maison’s unique handcrafted details” (@ermannoscervino, 25/07/24).
