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15 ian.

ERMANNO SCERVINO – AN ITALIAN HISTORY

BEGINNINGS
Ermanno Scervino has studied architecture in Italy, but he has gained his big succes by launching his career in fashion. His start-up in fashion industry came in the 90’s when he started to collaborate with big names in Italian fashion field. That period he has developed his couturier skills and has learned the backgrounds of luxury goods from his mentors. He had the opportunity to use the finest and most exquisite fabrics on which has has learned the tailoring technics. In the 80’s he has been guided by the famous Andy Warhol. With him he attended the sophisticated parties in some of the lengendary clubs at that time in New York: Studio 54 and the Factory.
 
 
DEBUT
After the apprenticeship in New York, Paris and Italy, in 1999 Ermanno Scervino launched the brand that holds his name. The official launch happens though during Milano Collezioni festival in 2003. Thanks to the originality and innovation of Scervino style, the orders go higher and higher and his luxury items are sold in top boutiques.  The men fashion line was launched in 2002 and was presented on the catwalk for the first time in 2005 during Pitti Immagine Uomo , the event where he was invited as special guest.
 
 
MAISON SCERVINO
Today, Ermanno Scervino means women and men fashion lines.  The lingerie and beachwear items are launched under the label Ermanno Scervino Underwear and Beachwear. At the same time, Ermanno Scervino Junior targets young audience and Scervino Street means more accesible prices. Scervino can be described as sport-couture, tailoring and show off lingerie.
 
 
SCERVINO WOMAN
Celebrities have adopted Scervino style in just a few years. The designer has collaborated with Zefirelli for „Tea Mussolini” where Cher has worn his outfits. Sandra Bullock, Rita Ora, Eva Herzigova came next and the list might go on. Scervino ellegance is considered „rock couture” being influenced by 80’s New York style. The woman imagined and designed by Scervino is bold, fearless, an ideal mix of Angelina Jolie and Kate Moss, with an edgy look, who knows that seduction comes from within and not from the outfit, that clothes are a sequel of herself. This is Ermanno Scervino, the architect of fashion who knows how to make art out of human body.
 
BY GEORGE ENACHE.


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