Luxury Italian fashion brand Ermanno Scervino now officially opened the doors of its first boutique in Dubai. Located in The Dubai Mall, the designer himself hosted the launch along with Mohi Din Binhendi, president of BinHendi Enterprises. We caught up with Scervino on his new Dubai store, the Made in Italy brand and the Dubai fashion scene.
What made you decide to launch a boutique in Dubai? What draws you to the Middle East region?
The city seduces you the minute you arrive in Dubai; the energy and constant change give off a sense that you are constantly evolving towards the future. Another element which has lured me to the region is the fact that the Middle East has always shown a great interest in elegant tailoring – a hallmark of the Made in Italy brand.
What is your creative process?
A strong commitment which never ends.
What influences you to choose a specific theme for a given season?
Fashion is creativity. It means predicting trends and desire as well as interpreting dreams. However, during a time like this, we also have to bear in mind the demands of the market, while still being able to realize our dreams.
I understand that you are based in Florence and have created several workshops there for the creation of your designs. How specifically does the city of Florence influence your fashion?
Tuscany is a land of excellence. From the very beginning of our adventure, Toni (Scervino and the brand’s founder) and I made sure we could rely on the expertise of knitwear and dressmaking workshops of long-established tradition. We bought these places in order to keep up this heritage of know-how and transform it into modern collections.
Your designs are undoubtedly inspired by your native Italy and yet they are also cutting-edge and international. What is it about your creations which consistently reverts back to the tradition of the Made-in-Italy brand?
The Made-in-Italy heritage is found in the imperfection of the “hand-made”, the piece of lace and the insert applied to a forward-looking collection in which research and tradition are perfectly balanced.
Do you believe that now having a boutique in the Middle East will inspire your creations?
Yes, of course. The Orient has been already been a source of inspiration for my Collections and it will be in the future as well. In my previous collection, many of the garments were interpretations of Arabic dress.
Ermanno Scervino’s boutique is located in The Dubai Mall, +9714 4341410.
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