The Rise of Liverano & Liverano

In the end of the 1970s you would find more than 40 bespoke tailors in and around Florence. Since then, most of them have disappeared.

Liverano & Liverano did not. It is still there, and it has become the famous tailor of Florence. Like Mariano Rubinacci in Naples, Antonio Liverano, surviving brother of two tailor brothers, has understood how to build a slow fashion business in a fast and globalizing world.

A recent invention is a movie about himself. It is not bad. You will have lots of beautiful pictures from Florence and the sartoria, and Antonio Liverano’s personal story is touching.

The movie also contains some interesting statements on bespoke tailoring. For instance, Antonio Liverano says he did not have a master, and he didn’t want to. He strived to develop his very own style.

At this point, though, we come close the marketing part. At least, Liverano’s cut looks Florentine, in my view, and similar to garments from other tailors there.

Another movie theme, which seems influenced by marketing considerations, is Antonio Liverano’s role and his brother’s role in the old Liverano & Liverano. Although the movie treats the relationship quite a bit, it remains nonetheless somewhat in the dark.

So, let me add: According to my sources, Antonio Liverano’s deceased brother was the skilled head cutter, whereas Antonio Liverano himself was the front man.

Whatever the historical details really are, Liverano & Liverano has risen to the top. And, it does well to the craft that it has tailors, who know the art of modern promotion too.

Source: The Journal of Style in Florence