In 1951, Giovan Battista Giorgini, noble entrepreneur and patron from Lucca, aware of the magnificent craft tradition and proudly faithful in Italian style, organized the first Italian high fashion show, in his house, in Via de’ Serragli in Florence..
“It is the 12th of February 1951.. Also the press attending the event was strictly selected. “I had some excellent news. Everybody seems interested in Italian fashion, alongside with Vogue. I am sure we will be doing something together in the short term”, are the words sent to Giorgini by Bettina Ballard, then a fashion editor at Vogue America. A full day of runway shows, a total success.” (Vogue Italia - 2012)
In the first half of the 1950s the sisters Tetti and Anita are specialized dressmaker already: Tetti teaches cutting & stitching and, in the family tailoring, realizes wedding dresses, ceremonial dresses and woman tailleur so appreciated and requested most of all by American buyers. Anita is the director of the School of tailoring at the prestigious Istitute of Stimmatine Sisters, attended by girls from noble and artisanal family from the built-up area.
At that time,Conventual Institutes were the most noble of guardians and masterly executors of traditional sartorial and hand embroidery techniques of the country, as testified by ancient artefacts still preserved in the main Italian Basilicas and in the private collections of the most ancient families worldwide. Women that trained there, then, were a significant resource when pret-a-porter and industrial manufacture spread around: tradition became art and the artisans mastering it the high fashion operators. Then Anita began a long and enthusiastic collaboration with boutique and workshops of Northern Italy, and became an expert estimator and promoter of Italian tailoring traditions: the ArsPanicalensis of hand embroidery on tulle, Florentine embroidery, the silk and fabrics in Venice.. all traditions that, surviving at cultural revolution of 1970s, which heavily affected sartorial production, gained more and more importance and prestige over the following decades.
In the 80s Gilda Gravili De Luca, the youngest of sisters, drawing on her passion for dance and ballet, widened the sartorial expertise, tailoring for theatre stage with new fabrics and models that went beyond traditional standards. From compromise between technical needs, research and vision, what we still call “creative tailoring” arose: the set of principles leading the manufacturing of our “red carpet woman”: unique models featuring extreme originality, excellent aesthetic effect and versatility and over 500 models the curtain rose to.
They were the years of urban culture and uncle Liliana taught the nieces handicraft crocheting and knitting. The first beachwear collection, hand crocheted by the very young Veronica and Vanessa are from 1987.
Since 1998, Mary and Francesca have travelled throughout Africa, Asia and Middle East, they discovered in ancient tradition sewing techniques the original influence on Mediterranean culture and, specializing in complex embroidery techniques, enriched the boutique with Oriental dances costumes, of classical style and wonderful beauty, and their creations step onto the stages all over the world. In 2008 they gave the boutique the name of “Sherazade”, the princess, protagonist of classic literary work “The thousand and one night”, as an hymn to the pure and discreet strength of women, the heroines of their land, and to ancestral origin of their culture.
In 2013 Veronica Gravili De Luca, creates hot couture Atelier.