Written by Christine Haggard, University of Maryland | ISI Florence Fall 2024
The world’s fashion capitals are Paris, New York, Milan, and London. Fashion lovers visit these cities to explore emerging trends and street styles. These cities garner a lot of attention in the fashion industry, but there are smaller cities that have also greatly influenced the industry. Florence, in particular, is essential to the evolution of the Italian fashion industry. As the birthplace of fashion houses such as Gucci, Pucci, Ferragamo, and Cavalli, among many other notable designers, Florence is any fashion lover’s dream. The city offers a more intimate angle to the hustle and bustle of the fashion industry while offering space for creativity and expression. The city combines traditional fashion with modern approaches, influencing local street style. While museums like the Gucci Garden and Museo Salvatore Ferragamo provide an insight into the world of fashion, fashion lovers should also explore some of the lesser-known spots in Florence that relate to the industry. The following is a list of some of these gems that provide historical significance to the Florentine fashion landscape and continue to inspire artists today.
Antico Setificio Fiorentino
Antico Setificio Fiorentino is the oldest silk factory in Florence that still produces fabrics for top clients, from the Queen of Denmark to Dolce & Gabbana. The factory is open for tours of the machinery and the fabric displays, although a reservation is required. This is one of the most historical sites for Renaissance fashion in Florence. The factory has damasks and brocades from the past that were handmade in a tedious process, which was only accessible to the high classes. On a tour of the site, there will be demonstrations of silk production. The tour will show the brainstorming rooms where new designs are created, and then a large room displaying many of the finished products. If you are interested in learning about the history of silk production or Renaissance fashion, I highly recommend visiting Antico Setificio Fiorentino during your time in Florence!
Palazzo Pitti
Palazzo Pitti is where the first Italian high fashion show occurred. Once owned by the Medici family and then by Napoleon, the Palace is an extremely decorated building. It houses over 140 rooms, many of which are filled with art collections. In 1952, the first Italian high fashion show took place inside the Sala Bianca (Eng. trans. “White Room“). The entrepreneur who promoted the event was Giovanni Battista Giorgini, who was an early public relations practitioner. He made sure the first catwalk was attended by prominent journalists and buyers in the industry. This was an inspiration for many fashion shows in Italy in the period following WWII. The Sala Bianca became a symbol of the Italian fashion industry influencing global markets. It represented the intersection of the Italian fashion market with others, which in turn impacted global style. The Palace also has a Museum of Fashion and Costume. This exhibit shows sample dresses through the years, spanning from the 17th century to the early 2000s.
Pitti Immagine Uomo
Pitti Immagine Uomo is a men’s fashion trade show that occurs twice a year at the Fortezza da Basso in Florence. This gathering invites designers, vendors, stylists, and fashion lovers alike to showcase new collections. The trade fair gives artists the chance to display work and launch new products. It also gives guests the chance to dress up in unique outfits and network with fashion professionals. The show incites creativity within men’s clothing and accessory markets. When it comes to men’s fashion, Pitti Uomo is one of the most important events in the world. Pitti Uomo occurs for four days in January and four days in June every year. The next show will be held from January 14 to January 17, 2025. There are an array of designers said to be present, from Fila to Out/Fit Italy.
AquaFlor Firenze
AquaFlor is a perfume store located around the corner from Piazza Santa Croce and the ISI Florence facility of Palazzo Bargagli. Unlike the other perfumeries in Florence, AquaFlor offers an experience where guests can make their own perfume to learn hands-on about this delicate process. Each group is paired with a fragrance specialist who will walk through the steps one by one. The specialists will learn personal preferences and choose the ingredients to mix to make an ideal scent that the customer will love. Customers get to take a bottle of the final perfume home with them!
These four options are great places to go if you are interested in fashion and want to explore more of Florence’s offerings. While it is rewarding to explore the main shopping streets and fashion shows, it is also a lot of fun to try out some of these “off-the-beaten-path” spots. Challenge yourself to learn more about the history of fashion in Florence and connect it to today’s fashion industry.