On a quiet corner of the Sant Ambrogio district is a shop rather unexpected. Through the simple glass doors of Société Anonyme is a fashion hub of European brands offering contemporary looks not usually found in Florence. The store is also very deceptive. Once inside, the first part of the showroom is brimming with items from its own Société Anonyme label, rows of garments made in Florence under the design talent of owner Massimiliano Giannelli. These sit alongside labels from France, Belgium and the U.K. But then you discover the rooms go on, from one clean white space into another full of fashion treats to own. Société Anonyme is a space to explore.
Established in 1999, Société Anonyme could easily be found on the streets of Berlin or the East End of London. But here it is, on a quiet street in east Florence with brands to suit all wallets from Topshop to Kenzo, Maison Martin Margiela to Comme des Garçons. Massimiliano studied at Polimoda during its inaugural year in 1986. This fueled a passion for fashion that has seen him create not just his own brand but also this international showroom of labels. Four times a year he visits Paris for the trade shows and twice a year in London. Massimiliano isn′t against classic styling however, he says, during the 1980s Florence fashion was much more liberal with a passion for individuality. Today, he feels, fashion is more uniformed and the shop fronts generic. So at Société Anonyme he has created a concept store to encourage individuality.
The stores eponymous range of easy wearing yet tailored men′s and women′s clothing sits perfectly with their ankle boots and a recent handbag to add to the portfolio. The use of wool including tweed features heavily for the current season with 1940s inspired trousers and skirts for women and a denim range for men plus sweaters made from soft lineapui wool yarn in vibrant colours, perfect for the coming winter months. Inspiration comes from Japan and Belgium with clean lines and loose-fitting shapes. Beyond clothing, the store also features accessories with bags from Côte&Ciel of Paris whose rucksacks are designed to fit smartphones, tablets and laptops in stylish architectural shapes. While FREITAG uses recycled truck tarp repurposed to create backpacks and messenger bags. There are also sunglasses, shoes and cologne
Photo credit: Sofie Delauw