New collection
Ermanno Firenze
For centuries, Florence has been known for two things: lace and trousseaux. One contemporary house was built on exactly that.
The house of Ermanno Scervino was founded in Florence in 2000 by two men: Ermanno Daelli, the designer, who signs his work Ermanno Scervino, and Toni Scervino, the entrepreneur, today its chief executive.
Ermanno Firenze is its contemporary line, born in 2020 "from the desire to bring the House's couture experience, artisanal skill and constant drive to experiment into a collection made up of small, precious pieces".
The founding gesture of the parent house has remained its signature: applying tailoring techniques to sportswear. A down jacket paired with an ultralight silk slip dress, loden meeting lace, denim meeting patent crocodile. The house even coined a word for it: couture-a-porter.
In 2007, it settled its headquarters in the Chianti hills south of Florence, at Grassina. There you will find a couture laboratory along with the atelier, prototype, tailoring, knitwear and finishing departments, gathered in one place and working in direct coordination with the design office.
On manufacturing, Toni Scervino holds a firm position, and he has put it into practice by buying Italian workshops rather than moving production abroad: "The real tools of fashion are in Italy." And, more recently: "The way of cutting does not belong to the past, it is a contemporary tool."
What the Ermanno Firenze line actually is
It is worth saying plainly, because the confusion is common. Ermanno Firenze is not a separate brand: it is the contemporary line of the house of Ermanno Scervino, with its own collection rhythm and a price positioning far more accessible than the runway line.
The house designs it for young, cosmopolitan women looking for versatile pieces that work at any hour of the day. The vocabulary, though, does not change: lace, embroidery, worked knitwear, and that very Florentine way of placing a couture detail on an everyday garment.
The Shop 17 selection
A selection of the latest pieces available in store, each chosen with the same care as the rest of the Shop 17 selection.
See the full Ermanno Firenze collection
Come and see it in Cannes
The Ermanno Firenze selection can be seen and tried on in store, at 15 rue Notre-Dame, 06400 Cannes, Monday to Saturday, 10am to 7pm. The Shop 17 team can be reached on +33 (0)4 93 39 46 46, by email at info@leshop17.com, or on WhatsApp. You can also follow the boutique on Instagram, @leshop17.
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