While the French do effortless elegance well, the Italians know and appreciate high quality design and craftsmanship. Florence opened my eyes to a new Italian luxury brand that has been around for years, but I somehow only just realized the brand’s contemporary spirit. When in Florence I purchased a new bag. Among other purchases, this Ermanno Scervino bag is a winner. Not a bag I would have directly gone for, however the backpack (which is the bag style of the season) is practical, stylish and can be worn casually or dressed up, what’s not to love?
Here’s a little info on the brand.
“We believe that true luxury brands can still have a contemporary voice,” says entrepreneur Toni Scervino, who co-founded the luxury label in 2000 with fashion designer Ermanno Daelli, “We made our debut on the Milan Fashion Week catwalks in 2003. At the outset, our goal was to present a new type of luxury; something authentic but unconventional.” What is the typical Scervino woman like? “The Ermanno Scervino woman is confident in her femininity and is never the victim of the dress she wears.”
“Ermanno Scervino was created at a time when almost everyone in Italy moved their production abroad. Our intuition was to believe in the true ‘Made in Italy,’ taking over workshops that were struggling in the market at that time. Once we acquired them, we were able to utilize Ermanno’s artistic creativity, without altering the ancient tradition. From this point, the brand’s identity was born.”
At a time when many of the best-known luxury houses in the world were producing in China and other low cost markets in Asia, the decision to acquire and base production in local Italian factories and to leverage “Made in Italy” credibility as the company’s primary distinguishing feature was at the heart of the brand’s strategy. They realize the importance of staying in Italy to produce their collections; “The real tools of fashion are in Italy and as long as we have fabrics, manufacturing and creativity, Milan Fashion Week will always remain at the forefront. However, we hope that, with the new government, politics could give more support to the fashion industry, a key for the future of the country’s economy,” says Toni Scervino.
“The market is constantly changing, however, we believe there will always be an appetite for luxury brands, as people will always look tothe best quality possible.” Toni Scervino believes the company can grow much beyond €100 million in annual turnover. “We are striving to develop the brand with no limitation. We are still to reach certain markets and we have ambitious objectives in terms of the continued growth of turnover,” he says, adding that the brand is currently evaluating options for new store locations in Shanghai and Beijing, expansion that is being fueled completely organically. “We have received many proposals from other companies looking at investing in our business,” says Toni Scervino, “but for the moment we have refused. Ermanno and I continue to win the entirety of the company.”
With the last few days of sunshine, here in the UK, I went to Virginia Waters Park to take a few photos for this blog post and another one coming soon. Thank you Masha for the amazing photos! I’m wearing the Ermanno Scervino bag in a more dressed up way, proving that a backpack, usually associated to be worn with casual attire can be worn with a more dressed up outfit.
Trench Coat dress by Karen Millen, Studded boots by Michael Kors and vintage red coat, (similar one here) Crimson colours are on trend this season and the best way to wear the colour of the season is on a traffic-stropping coat.
I hope I gave you a bit more insight on this lesser known brand and you liked my insight into the Autumn Winter trends of this season!