St. Regis is a haven of glamour — and where there is glamour, there is fashion.
Each year, Florence hosts Pitti Uomo, the world’s premier menswear exhibition, bringing together designers and creatives from around the world.
Working with CFDA—the Council of Fashion Designers of America— St. Regis created Moda Americana a Firenze, a new activation bringing rising American designers to participate in Pitti Uomo at The St. Regis Florence in 2024.
Inside its historic spaces, the hotel was privileged to host designers Zankov and the Salting for showcases of their collections and an exquisite midnight supper — the signature St. Regis brand ritual with roots tracing back to the Gilded Age galas of the Astors in New York City.
Overall goals:
Our approach for Moda Americana a Firenze was to go beyond simply presenting hotel content and event highlights and instead tell a richer story of glamour and fashion.
Bringing designers to Florence for Pitti Uomo allowed St. Regis to present a deeper narrative, revealing how the brand brings together luminaries for celebration and inspiration and fosters moments of glamour with connections to the world of fashion.
Content included:
Looking at campaign metrics, our total impressions and average Click-Through Rate (CTR) indicated interest and engagement with fashion-centric content.
Overall, the campaign generated:
Digging deeper into specific assets, CTR was highest for content featuring our designer interviews and the Midnight Supper. This indicates that brand rituals and fashion narratives resonate with our audience, driving them to seek out more information and validating the strategy behind this campaign.
In summary, Moda Americana a Firenze raised the profile of St. Regis by re-emphasizing its links to the culture of fashion, and told a story mirroring the legacy of the brand — American-made glamour, shared with the world in all of its exquisiteness.
