On November 18, Hervé Léger is going to open its first boutique in Italy. The brand owned by the BCBG Max Azria group has chosen Rome, on Via del Babuino, as the location for its new store, which was conceived thanks to a partnership with the Sermoneta Luxury Group. Hervé Léger will make use of the boutique’s 85 square metres in order to show off its glamorous and ultra-feminine collections.

Hervé Léger Spring/Summer 2012 collection

This will be the eleventh Hervé Léger store in the world, but only the third one in Europe (after London and Paris), even though the brand was originally launched by its eponymous designer in Paris in 1985. Acquired in 1998 by Max Azria and then re-launched in New York, where it has been hosting catwalk shows since 2007, the label is most established in the US and the Middle East.