Ermanno Scervino
Ermanno Scervino is an Italian fashion brand, founded in 2000 by Ermanno Daelli and Toni Scervino.
Index
- The brand’s origin
- Ermanno Scervino at the beginning of the new decade
- The expansion in Asia
- Seeds of Love
- 20th anniversary of the brand
The Ermanno Scervino company was founded in 2000 by the stylist Ermanno Daelli and the entrepreneur Toni Scervino. Both from Florence, Daelli has twenty years of experience in collaborations with the most famous Italian fashion and haute couture brands and a collection in his name. Scervino, instead, lived around Europe and carried out many prestigious jobs in the fashion world.
The brand’s origin
The brand started its adventure by proposing original and unusual ideas and giving strength to a “sport couture” spirit. The spirit is manifested in down jackets suitable not only for the day but also for the evening, waisted like guêpières, refined, rare and precious like lingerie. Daelli’s sartorial technique applied to sportswear seduces the public and the buyers. In fact, everyone wants to sell the garments of this new designer in his boutique, because it responds to the desire of the moment for an emancipated, innovative luxury without preconceptions. Ermanno Scervino’ style is now recognized and recognizable.
Since 2002, the Daelli-Scervino duo has been representing a centre of ateliers (knitwear, children’s clothing, sartorial technique and “soft focus”) collected in a single space on the outskirts of Florence. This allows Ermanno to give life to his collections, rigorously “Made in Florence”, in full freedom and autonomy. The supply chain gives work to more than 200 employees and allows control and special technical supervision for each piece down to the smallest detail. From the hand that draws to the test on the mannequin to the preparation and staging of the collections, everything remains under the strict control of the stylist and his team.
In 2007 the new headquarters in Grassina was inaugurated, on the hills surrounding Florence. This is also where the administrative part and the production and distribution logistics of the whole group are located. Then, in 2008, the new showroom in Milan was opened: it consisted in 1,200 meters of surface in a building in Via Manzoni, in the heart of the Quadrilatero della moda fashion district. An open space conceived as a shell ready to change its look thanks to the displays and movable walls, in order to coordinate perfectly with the mood of each individual collection.
Ermanno Scervino at the beginning of the new decade
In 2010, the company had more than 500 multi-brand points of sale alongside 35 single-brand stores, spread across Europe, Korea, Russia and Japan, of which 7 were direct and the rest were franchised, and 4 lines in total. The first one is Ermanno Scervino ready-to-wear (first line for men and women), made up of tailored garments combined with an urban chic style. The ERMANNO Ermanno Scervino line, instead, was launched with the fall/winter 2011 season: it was dedicated to a female and male audience (ERMANNO Ermanno Scervino was born from a partnership between Ermanno Scervino and the Ittierre group); Scervino Street and Scervino Street Girl were launched in 2005 and produced and distributed under license by Mafrat S.p.A., an Italian company specializing in children’s sizes. The third line, Ermanno Scervino Underwear, launched with the autumn/winter 2008/2009 collection, followed by the spring/summer 2009 Beachwear line, were both are produced and distributed by Viamazzini S.r.l.
Moreover, Ermanno Scervino Eyewear was also presented: this one was a collection of sunglasses and optical frames born in 2008 and created and distributed under license by Moa Ottica.
The expansion in Asia
Scervino also expanded outside Europe, creating a real global market. In 2018 the fashion giant landed in Hong Kong, with a shop in the Ocean Center Harbour City shopping mall. Moreover, after the openings in Wenzhou, with a space in the Times Square Shopping Centre, and in Nanjing, with a space in the Nanjing Deji Shopping Centre, the group inaugurated a new boutique in Beijing in the prestigious Skp Mall.
Seeds of Love
Seeds of Love is a 2020 project to safeguard the biodiversity of the Tuscan territory in collaboration with the ancient botanical garden Giardino dei semplici of the University of Florence. The new project consists of a special limited edition shopping bag with clean and contemporary lines, made with a patchwork of multicolour laces recovered from the maison’s archives, to which the craftsmanship of the company’s seamstresses has given new life.
20th anniversary of the brand
In 2020, for the 20th anniversary of the brand, Ermanno Scervino created an emotional video starring the supermodels Irina Shayk, Natasha Poly and Joan Smalls. Portrayed by the duo Luigi & Iango, they moved in the uncontaminated nature of the Tuscan Maremma, transmitting a message of freedom and sensuality. «It’s urgent to return to a relationship of respect with nature» said the fashion designer, adding “The next 20 years? They will be even better than these first 20. After this time, something better will come, both from a creative point of view and from a business point of view”.
In September 2020 the brand launched the Ermanno-Firenze line, digital-oriented and with a younger and wider target (his medium prices, in fact, are half of the main line’s ones). The production, entirely Italian, is made through mini capsules and delivery packs marked by different themes.
The 2022 financial report, which concluded positively, made the fashion house overtake the turnover of the pre-COVID-19 period. As a consequence, because of his new economic stability, the maison decided to expand its distribution network in the world, by opening new shops and betting on USA, Middle East and Europe markets.
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Contacts
Websitehttps://ermannoscervino.com
Via di Tizzano 169, Bagno a Ripoli (FI), 50012
To read the item in Italian click here.
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