Patrizia Pepe (Florence, Italy)

I first stumbled upon Patrizia Pepe a few years ago when I sighted a cute 70s inspired maxi dress that featured an owl-print. A few months later, when I was looking for a classic winter coat, I came across yet another piece by the label: this time it was a sophisticated black number - one of those timeless creations you could wear forever. Time and time again, I would spot either quirky, trendy, classic or modern items by this brand, which basically summarizes its appeal: a very wearable selection that could suit any taste. It's a label I've come to appreciate a lot, because whenever I've needed something for my wardrobe - regardless of the occasion - Patrizia Pepe would have a suitable version that was impeccably made and not as ubiquitous as other clothing lines. Which basically eliminates the risk of you showing up to a party wearing the same dress as your best friend.

A few ads from the FW09 campaign (images: Patrizia Pepe).

The label, which was founded by Creative Director Patrizia Bambi (how cute is that name?) and her husband Claudio Orrea, who's responsibilities include the management side of the business, was created in 1993 in Florence and initially only catered to the women's wear market - a men's collection was added only in 2005. The contemporary style immediately appealed to consumers, but it was the combination of classic chic basics, edgy minimalist looks and more trendy flamboyant pieces that made the brand unique. While certain high street stores tend to focus on the hip & cool and other premium labels only created sleek outfits, it was the mix of both that made Patrizia Pepe a household name for both discerning fashionistas and women who just wanted something comfortable or timeless to wear.

Entrance area featuring an olive tree and lots of accessories.

The store design relies on the same principle of mixing looks: while the decor is simple and modern (white and ivory shelves, modest steel clothes racks), it also features more cosy unique touches such as the floral wallpaper and the olive trees that can be found throughout the boutique as a reminder of the brand's Tuscan heritage. Which means that the shop gives off a modern vibe, but doesn't come across as pretentious or intimidating. The boutique I visited on this trip was the newer outlet on Via Degli Strozzi, housed in a late-Medieval palazzo, complete with very high ceilings and a few restored frescos. And for a bit of extra color, bright plexiglass ornaments adorned the windows next to the chic mannequins.

Lots of plaid and studs, including the jackets (left), shoes, gloves and hats (right).

Overview of the area with the trendier items.

The first thing I noticed when I stepped into the store, was the large amount of accessories, which I had previously never noticed from this brand. The corner on the left featured the more trendy modern looks, with lots of plaid and studding. Any punk rock fan would have been happy here and in addition to the numerous tartan clothes, I also spotted studded shoes (both flats and boots), studded gloves and even a studded hat. If you're over this trend, you might want to ignore this section, but I also sighted some very cool asymmetric dresses and distressed jeans and tops here.

Colorful wellies & umbrellas from the 'Patty Rain' collection (left) and some sequined items incl. the fabulous dress from the ad campaign (right).

A few pastel pieces and a cute polka-dot pea coat (left). The sleek modern cash desk (right).

Accessories could be found throughout the store, so if you're in the market for a bag or shoes, it's best to keep your eyes glued to the walls, where leather totes or sexy heels were displayed in little alcoves. I'm not sure if there were different categories within the store, but this boutique was large and there were almost too many collections to take in. I sighted more casual looks in the next area, including hooded vests and a large assortment of colorful wellies. Another section had a nice range of silk tops and draped dresses suitable for a night out. My favorite items were the sequined and embellished tops, which would be perfect for the holiday season.

The main women's wear section which also included the spacious changing rooms (right).

The biggest areas were the two rooms towards the front, where you could find the mainline looks, most of which were chunky knits, classic jackets and beautiful coats. I saw a stunning shearling jacket in gray and I was seriously tempted by a black poncho-style coat that from afar looked like a draped shawl. The very spacious changing rooms (complete with gilded curtains) are a great excuse to try anything on and if your bored partner needs a seat, there are plenty of bright purple sofas for him to rest a little, while you go crazy in the boutique.

So many clothes... and I loved all the coats and jackets, like the draped wool number on the right.

Of course the men's department might also be worth checking out. It featured my favorite wall decoration (a brown leaf-motif painted on a brick wall) and a selection of casual to sophisticated looks such as plaid shirts or elegant coats.

The menswear section with its lovely wall fresco.

Overview of the entrance from the back (left) and more women's wear incl. scarves and tights (right).

The store was very busy when I went, which was to be expected on a Saturday and the clientele ranged from teenagers who couldn't keep their hands off the studded coats to working mothers looking for a new business suit. Basically you could take your mom, younger sister and boyfriend to this store and you'd probably find pieces they'd all fall in love with. Prices are mid-range (i.e. between high-street and luxury) and Patrizia Pepe has plenty of flagships in other countries (mostly Europe) so take a peek if you find one near you. For everyone else, there's an online shop accessible from their main homepage... just in case you need some ideas for the upcoming holiday season.

A selection of looks from the FW09 runway (images: Patrizia Pepe).

Address: Via Degli Strozzi 11/19r, 50123 Florence
Opening Hrs: Mon-Fri: 10:00-19:30, Sat-Sun: 10:00-18:00
Patrizia Pepe Homepage & Online-Shop