Since Sergio Rossi relaunched in 2016, the label has shown its collections in many grand venues across Milan, including a historic theater, a 17th-century library and a breathtaking church.
But for its fall ‘19 presentation at Milan Fashion Week today, the Italian heritage brand wanted to create a more personal atmosphere that showcased its made-in-Italy craftsmanship.
Sergio Rossi teamed up with artist Gary Card, who transformed the brand’s showroom into a modern and refined shoe factory — complete with 6,000 shoeboxes, real lasts and a soundtrack straight from the factory floor.
Sergio Rossi fall ’19
“When I arrived here, the main focus was to establish the factory as the center of this project,” said CEO Riccardo Sciutto. (The brand now produces nearly 300,000 pairs of shoes annually in its San Mauro Pascoli, Italy, factory.)
The creative backdrop was used to launch the new “Sergio” collection, which features modern graphic styles and complements the core Sr1 collection — which now accounts for 60 percent of the business — and the SrMilano line.
“I am proud to introduce a new chapter with Sergio, a collection dedicated to the modern woman of today,” Sciutto said. “It represents another step forward for the brand and its greatest strength —