Ermanno Scervino revamps young line, rechristens it Ermanno-Firenze
Sep 15, 2020
Ermanno Scervino has revamped part of its range. For the autumn, the Italian label, renowned for its knitwear, has unveiled the new look of its young, contemporary line Ermanno, starting with the Spring/Summer 2021 collection. Rechristened Ermanno-Firenze, the new line will be introduced in-store in the course of the year, via six themed capsule collections.
Ermanno-Firenze “reproduces the Tuscan luxury label's signature traits, reinterpreted in contemporary fashion. Each item is distinctive for its easy-to-wear design, combined with the couture mood and the Italian-style artisanal and sartorial excellence typical of Ermanno Scervino,” said the label in a press release. Distribution-wise, the new line is targeted at the e-tail and multibrand retail channels, though Ermanno Scervino is also developing a series of monobrand stores to boost the line’s international expansion.
The collection will be dropped in stages in the course of the year, each set of new items developed around a fresh theme in terms of product category, fabric weight and inspiration. In total, Ermanno-Firenze will feature six capsule collections, each composed of 30 to 40 items, each a complete mini-wardrobe in itself.
The first collection, labelled ‘Free femininity to wear’ [sic], went on sale at the beginning of September at the label’s Milanese showroom, its mood “freshly neo-romantic, cheerful and impertinent.” It features garments in lace and floral fabrics, black mini-dresses with colourful motifs, cute crocheted items and black leather outfits. Ermanno-Firenze also includes a series of accessories and shoes matching the garments.
Ermanno Scervino first introduced the young line Ermanno on the market in 2010, at the time produced and distributed under licence. It was a menswear and womenswear line with a markedly sportswear style. In 2015, the label launched a new project, developed internally and focused on womenswear only, featuring Ermanno Scervino’s “glamour and quality” style codes.
In the new Ermanno-Firenze incarnation, the line is more affordable, with a “smart” price positioning set 50% below that of the main line Ermanno Scervino, whose high-end positioning reflects the label’s luxe, couture style. The latest development still puts the accent on “a glamorous, subtly sensual feel,” translated however into everyday, easy-to-wear clothes. Ermanno-Firenze indicated it is aiming for a clientèle of “young, cosmopolitan women looking for versatile clothes to wear at all times of day,” and for all occasions.
This repositioning is occurring at a time when the label is rethinking its expansion strategy. In June, for the first time in its history, Ermanno Scervino hired a general manager from outside the company, Sofia Ciucchi, now working alongside CEO Toni Scervino, who founded the group and has been at its helm with Creative Director Ermanno Daelli since 2000.
Ermanno Scervino operates some 50 monobrand stores worldwide. This season it is not showing at the Milan Fashion Week, owing to the health emergency, having opted instead for an invitation-only presentation.
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