This adventure into fashion follows a milliner's shop on Via Roma, Florence, that went on to become a hugely important international e-shop and concept store.

Over the course of ninety years of history and constant metamorphosis in the world of fashion, LuisaViaRoma has never stopped evolving and embracing new experiments, opening itself up to unexpected and sometimes provocative linguistic and creative forms. This is a story, told through images, of a launching platform directed toward the new and the diverse, in a city devoted to experimentation and artistic thought.

The core of the volume centers on images of LuisaViaRoma's window displays, particularly the contribution of the artist Kyle Bradfield and of the architect Lorenzo Gemma between the 1980s and 1990s during the effervescent period when postmodern Florence served as a laboratory of signs, alchemies, and interpretations of the real. There will also be a focus on Weststuff magazine, which wove together fashion, art, and music, conceived by Andrea Panconesi with Stefano Tonchi and Maria Luisa Frisa. A part of the book will be dedicated to the celebratory fashion show from 2019 conceived by Carine Roitfeld.