Principe di firenze: this year we are celebrating with true identity

The first thing that strikes one when venturing out shopping among the main streets of the fashion capitals is that standardization which annuls almost every difference between Milan and Rome, Florence or Paris. Standardization is dictated by the uniforming presence of the famous designer labels, but ends up having repercussions on taste and style, creating that which we could psychologically define as “deja vu”.

Therefor, considering the objective difficulty of originality and creativity at “zero kilometers” - borrowing the term used for excellence of wine and food production - the only true defense is recuperating one's identity.

The noble sense of this word, made up in equal proportions of culture and tradition, thus also assumes a revolutionary meaning. Culturally, because even in a dimension by now planetary as is shopping, we can arrive at the privilege of choosing that which profoundly reflects our way of living, our best habits and that originality which has distinguished us for centuries. Traditionally because, to say it as that philosopher did “tradition is the custody of fire and not the adoring of ashes”, we can always count on a “live” research which comes from living the present in a city, without disconnecting from it for pretensions dictated by marketing or by a not-so-well defined “identity” of some far away company.

It is, therefor, our identity to get the upper hand, in our streets, in that warmth and perfume of stones, wisdom and inventions where year after year the better of ourselves has been formed. And, with good probability, the best of which we have always been and we will always be, wherever in the world.