LuisaViaRoma Stages Digital Multibrand Runway Show Featuring Mariacarla Boscono
MILAN — Mariacarla Boscono is a hard worker.
After a busy week walking the catwalks of the likes of Bottega Veneta and Jil Sander and taking part into Roberto Cavalli’s tribute that closed the brand’s spring 2025 show, the Italian top model featured in “LVR Digital Runway,” a virtual multibrand show LuisaViaRoma released on Tuesday.
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The project is aimed at presenting the retailer’s fall 2024 offering in a different way — one that could engage more with consumers compared to still-life images. The project highlights around 60 looks mixing established and emerging brands.
The retailer tapped Italian celebrity stylist Ramona Tabita, who has worked with clients such as Boscono herself, Italian rapper Ghali and “The White Lotus” actress Simona Tabasco.
“This digital show represents a new opportunity to bring a selection of the most influential brands and designers in the world to the runway, mixing garments in an unexpected way thanks to the help and great work of Ramona,” said Tommaso Andorlini, chief executive officer of the retailer since late July 2023.
Additional content flanks the video of the show, including behind-the-scenes clips and exclusive interviews, to make the online shopping experience more compelling.
“The goal is to engage our user base, so that they are not just passive in watching a video but can interact with it and buy products they see right away,” Andorlini said. In particular, users watching the show can click on a banner appearing under each look as the model walks the runway and discover the single pieces making up the outfit.
Tabita found challenging working for the first time on a multibrand fashion show, but said LuisaViaRoma left her “free to communicate my aesthetic through its selection of garments and accessories.”
“I had already worked on the styling of single-brand shows, but being able to select my favorite pieces from major fashion houses and mixing them with more niche labels was an interesting work for me, totally different from the usual and very fun,” said Tabita, who styled pieces from the likes of Gucci, Bottega Veneta, Coperni and Dries Van Noten with Christopher Esber and Auralee, among others.
“The goal was to create strong looks that could be shoppable and give a different interpretation and styling to garments that one never thought could wear,” Tabita said. “It’s certainly a different job [compared to what I usually do]: with the artists, I start from their personality and try to enhance it when I create the looks. With the models in this show, I tried to represent different types of contemporary men and women on the catwalk.”
The project is conceived as an evolution of the physical shows staged by LuisaViaRoma in the past.
LuisaViaRoma was established by president Luisa Jaquin — the grandmother of the retailer’s president Andrea Panconesi — who opened the concept store in 1929. Following Style Capital’s investment of 130 million euros to acquire a 40 percent stake in the retailer in 2021, Panconesi left his post as CEO to be president of the company, while his daughter Annagreta serves as creative director of both the website and physical stores.
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