Italian fashion as it is known around the world today originated in Florence, in the White Hall of Palazzo Pitti to be more specific, with the runway shows organised by Giovanni Battista Giorgini. Dresses, haute-couture and high-end boutique accessories were on offer to international buyers as early as the '50s. Pitti Immagine has come a long way from its origins in the White Hall: it is now the leading brand for fashion industry trade fairs. A genuine company that promotes the industry and fashion design in general, it has helped to make Florence a renowned destination in terms of modern style and savoir-vivre, alongside its art and historical heritage.
Florence's leading role as a fashion city is also partly down to the brands born on the banks of the Arno, where they set out to conquer the world. As well as their boutiques, Gucci and Ferragamo, to name just a couple, have opened museums telling the story of their fashion houses and paying tribute to their creativity.
The big-name brands can be found in the heart of the historic centre, in the streets that make up the city's "chic" district: Via Tornabuoni, Via della Vigna Nuova, Via Calzaiuoli, Via Porta Rossa and Via Strozzi. This is also where we find the go-to boutique for fashion addicts: Luisa Via Roma. Like any major city, the centre of Florence has many internationally-renowned single-brand stores, and several quality department stores. As well as the big names, you also have the option of shopping in small fashion boutiques with an impressive array of locally-made clothes and accessories, often by creative young designers.
The appeal of shopping in Florence also lies in the city's artisan traditions. Between Via Maggio and Via de' Fossi on both sides of the Arno, you can find significant antique shops and art galleries. The city's goldsmiths reside on the historic Ponte Vecchio, while the handmade jewellery on offer in the Oltrarno district is truly superb.
High quality purchases can also be made at some of the "Historical Businesses" in Florence, a series of retail businesses that are part of Florentine tradition and identity.
The leather industry is also worth mentioning: bags, shoes and accessories are the jewel in the crown of the Tuscan leather district, and you can find a wide variety in the shops scattered throughout the Santa Croce area, as well as in the historic centre. Speaking of shopping, we can't forget the city's well-loved markets, like San Lorenzo and the Mercato Nuovo or Porcellino. The latter's nickname derives from the bronze statue of a boar adorning the fountain (commonly called "il porcellino"); a very popular legend among visitors to the city would have it that rubbing the animal's snout brings good luck.
