Fashion in Tuscany: from ateliers to catwalks
3 minutes
In Tuscany, beauty is not merely observed: it is worn, crafted and passed down.
Amid artisan workshops, ateliers, museums and major international events, fashion is as much a part of the landscape as art and architecture.
It is a story born of craftsmanship, research and a vision of style that combines tradition and modernity.
Florence is its heart. Here, in 1951, the entrepreneur Giovanni Battista Giorgini staged the first Italian haute couture fashion show at Villa Torrigiani, which was later repeated in the Sala Bianca at Palazzo Pitti. On that occasion, journalists and buyers from all over the world discovered the elegance of Made in Italy, helping to establish it on the global stage.
Even today, the city plays host to major fashion houses, trade fairs and events that attract enthusiasts and professionals, transforming every visit into a journey through style, culture and creativity.
Boutiques, workshops and artisanal tradition
The historic centre of Florence is a true shopping paradise: boutiques of leading Italian and international brands are clustered along Via de’ Tornabuoni, Via della Vigna Nuova, Piazza Strozzi, Via Roma and the surrounding streets.
Alongside the big-name brands, Florence also boasts a dense network of artisan workshops, spread across both banks of the Arno. Historic goldsmiths' shops line the Ponte Vecchio, while the areas around Piazza Santa Croce, Borgo dei Greci and San Lorenzo are renowned for leather goods, one of the most celebrated sectors of Tuscan tradition.
Antiques enthusiasts can explore Borgo Ognissanti, Via de’ Fossi and Via Maggio, in the Oltrarno district, where they will also find small workshops that combine traditional craftsmanship with contemporary creations.
The history of Italian style is also told in museums
In Florence, inside Palazzo Pitti, the Museum of Fashion and Costume houses over six thousand items of clothing and accessories from the 18th century to the present day, including rarities such as the funeral garments of Cosimo I de’ Medici and Eleonora di Toledo, as well as creations by leading Italian designers. Among the items on display are a Chanel flapper tunic from the 1920s, evening gowns designed by Elsa Schiaparelli, and the exquisite creations of Emilio Schubert, the dressmaker to great film divas such as Gina Lollobrigida and Sophia Loren. Also on display are the bold, geometric shapes of the famous dress designed by Gianni Versace for Patty Pravo in the early 1980s, Jean Paul Gaultier's black sheath dress made iconic by Madonna, and the theatrical gowns designed by Gianfranco Ferré for Dior in the 1990s.
In Piazza della Signoria, in the Palazzo della Mercanzia – also known as Palazzo Gucci – you can visit the Gucci Gallery.
The exhibition space traces the history of the fashion house through travel accessories, iconic bags, advertising campaigns and evening gowns.
The medieval Palazzo Spini Ferroni houses the Salvatore Ferragamo Museum, dedicated to the iconic designer and his fashion house. The rotating exhibitions draw on an archive of over ten thousand designs, including the famous cork wedge heel and creations made for Hollywood stars.
In Prato, the Museo del Tessuto celebrates the local textile tradition with collections ranging from historic fabrics to contemporary creations. In San Giuliano Terme, the Cerratelli Foundation houses an extraordinary collection of theatre and film costumes, which bear witness to a tailoring tradition that has been active since the early 20th century. Today, the collection comprises around 30,000 items, offering a unique journey through the history of craftsmanship and international entertainment.
In Arezzo, the UNOAERRE Museum tells the story of Italian jewellery-making through an exhibition that combines industrial archaeology and exquisite creations. Period machinery, original designs and hundreds of pieces of jewellery – some of them unique – illustrate the evolution of style, from Art Deco to contemporary experimentation. A journey through art, design and craftsmanship that reflects the social and cultural changes of the 20th century.
In the Casentino area, the Stia Wool Art Museum houses a collection of photographs, sample books, machinery and symbolic objects related to the craft, including garments made from Panno di Casentino, the area’s historic fabric. This experience allows visitors to learn about and get hands-on with the techniques used in wool processing.
International events and occasions
Florence also hosts Pitti Immagine Uomo, one of the most important international men's fashion events. This event is accompanied by Pitti Immagine Bimbo and Pitti Immagine Filati e Fragranze, an event dedicated to the world of fragrances.
During these occasions, fashion takes over the city with fashion shows, events and soirées involving shops, historic buildings and contemporary venues.
