LUISAVIAROMA.COM invited a group of bloggers to the Fifth Edition of their FIRENZE4EVER event which took place in Florence, Italy, and was sponsored by Mercedes Benz.

After checking into my hotel at J.K. Place on Friday, the weekend event started with a welcome Aperitivo at the Luisa via Roma store. The store is located on Via Roma and the owner’s daughter is called Luisa, so that’s how the store was cleverly named.

One of the aims of the event is for bloggers to style models using the pieces available in the store to create their own editorial.

On Saturday I was part of ‘Style Lab’ 2 working with a great team of make-up artists and hairdressers, plus Francesca as my fashion assistant and photographer Valentine Avoh.

My first look was a stunning Jay Ahr white chiffon gown with a plunging neckline. I didn’t want to add any jewels to the look, opting to keep it pure and let the gown do all the talking.

When my model was dressed, everyone’s, including the designer himself who was at the event, first reaction to the look was “wow”.

Tina from BagSnob said, “Trust you to find the most beautiful and most red carpet look from the store”.

The gown, which cost a cool €15,000, was styled with a pair of silver snakeskin Alexandre Birman peep-toes.

Due to the delicate nature of the gown we shot this look inside the store, but it worked perfectly against the white sofas in the lounge.

To inquire about the Jay Ahr gown contact Luisa via Roma. The models Alexandre Birman shoes are available online at

Credit: Thanks to Luisa Via Roma, Francesca Laudati, Valentine Avoh, J.K Place and Mercedes Benz