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SECOO Celebrates Italian Online Luxury Retailer LUISAVIAROMA 90th Anniversary in Florence with the Exclusive Partnership Launch

SECOO Celebrates Italian Online Luxury Retailer LUISAVIAROMA 90th Anniversary in Florence with the Exclusive Partnership Launch

Italy’s top luxury retailer LUISAVIAROMA (LVR) commemorated its 90th anniversary with a grand celebration on June 13 in Florence. LVR’s new strategic partner in Greater China, together they invited Chinese celebrities Kwin (Muziyang), Yvonne Ching and Zee Zhou, as well as famous key opinion leaders (KOLs)—including Freshboy, Buyerkey and yuyuzhangzou—to join the show-stopping event, honoring LVR’s milestone of delivering 90 years of fashion legacy. LUISAVIAROMA, with its portfolio of 700 high-end luxury goods and designer brands, officially joined SECOO on June 17, bringing its rich fashion resources and new fashion power to SECOO’s “618 Shopping Festival”.

Rising Chinese Celebrities Shine during LUISAVIAROMA‘s 90th Anniversary Celebration

The year 2019 marks the 90th anniversary of LUISAVIAROMA and the 20th anniversary of the LUISAVIAROMA website. To begin the landmark celebrations, Andrea Panconesi, CEO of LUISAVIAROMA; and Carine Roitfeld, fashion visionary, founder of CR Studio and former Editor-in-Chief of the French edition of Vogue, held a joint CR Runway fashion show in Florence. For the event, famous casting director Piergiorgio Del Moro selected iconic models from the turn of the century, using today’s latest collections to recreate some of fashion’s most historic runway looks. Musician Lenny Kravitz performed at the closing ceremony, sparking a memorable climax to culminate the event.

Chinese celebrities Kwin (Muziyang), Yvonne Ching and Zee Zhou, as well as five famous KOLs—including Freshboy, Buyerkey and yuyuzhangzou—joined the grand event along with esteemed international guests from the art, entertainment and fashion worlds. LUISAVIAROMA created a one-of-a-kind fashion experience for guests, presenting leading fashion shows and brilliant celebrity performances with innovative digital integrations that together portrayed its new concept of “the luxury boutique life”. The magnificent event took guests on a journey through LUISAVIAROMA‘s past 90 years and showcased the brand’s expectations for a bright future ahead as LUISAVIAROMA continues to explore new fashion trends while maintaining the foundation of the historic brand personality.


LUISAVIAROMA has been a leader in luxury fashion retail, even pre-dating its brick-and-mortar founding in 1929 by Olga and Lido Panconesi. Located on the Via Roma in Florence, the boutique was named after Olga’s mother and original entrepreneur of the family, Luisa Jaquin. In the late 1800s, the trailblazing matriarch opened a straw hat boutique in Paris to sell her own designs.

LUISAVIAROMA grew into a successful family business into the third generation, as Panconesi worked his way up the ladder from visual merchandiser and buyer. On a buying trip in Paris, his curiosity led him to a meeting with Kenzo Takada and LUISAVIAROMA became the first European multi-brand retailer to carry the Japanese designer’s Fall/Winter 1968 collection. Since then, LUISAVIAROMA has become a destination to shop an inspired, versatile mix of designers—from the venerated houses of Balenciaga, Saint Laurent, Balmain, and Givenchy to buzzy international newcomers, including Alanui, Rhude, and Brock Collection.

When celebrating its ten years of online activity in 2010, LUISAVIAROMA invited global fashion KOLs to participate in its first Firenze4Ever event, gathering fashionistas, bloggers, photographers, media and designers in this legendary fashion party. In 1999, Panconesi took the LUISAVIAROMA ethos and aesthetic worldwide by pioneering into e-commerce. To celebrate a decade on the Internet in 2010, he organized the FIRENZE4EVER event, which assembled a whopping 40 bloggers (or “influencers,”) to style their own multi-brand LUISAVIAROMA looks. Charity is key for LUISAVIAROMA’s philosophical core, who in 2018 partnered with UNICEF Italia to host the first international UNICEF Summer Gala and also partnered with the Naked Heart Foundation to support children with special needs.

Global Vision of LUISAVIAROMA

LUISAVIAROMA places a strong value on its brand globalization and continues to push the boundaries in the field of luxury retailing with special focus in China. When asked why LUISAVIAROMA select SECOO as its exclusive partner in Greater China, LUISAVIAROMA CEO, Andrea Panconesi said: “I think that SECOO is our perfect partner because is a very respected and well-known platform dedicated to the luxury segment of fashion and that’s exactly what we are working on and what we are recognized for. We represent the best brands in the world and we must make sure that our brands are well represented in Greater China.”



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