Behind the campaign:
A Tuscan escape.
Join us behind-the-scenes as we journey through Tuscany for the Spring 2025 collection campaign.
Follow the Varley team as they travel through Italy, embracing the local lifestyle - from the streets of Florence to the rolling hills of the countryside with a quick lesson in the art of pasta-making in between.
Lise wears the Venice Easy Tee.
On location in Florence.
From the panoramic views of Giardino Bardini and the grandeur of the Duomo to the bustling markets and winding streets, Florence balances history with modern zest. Whether browsing local stalls or capturing moments at Fotoautomatica, the team found the perfect setting for our Spring 2025 collection in the city.
The Giardino Bardini is an Italian Renaissance garden in the hilly part ofOltrarno, beneath the city's medieval walls.
Mauro Frutta Primizie is a historic fruit and vegetable stall on Via dei Cerchi, a short walk from the Duomo.
At Babae, in the Santo Spirito neighborhood, you can grab a glass of wine in the traditional Florentine way: through a wine window.
Dotted around the streets of Florence, analogue photobooths, Fotoautomatica, have been restored to full function.
Tucked away on Via Santa Monaca, S.Forne Panificio is a traditional Florentine bakery.
Mauro Frutta Primizie, a market stall near Ponte Vecchio, has been run by the family Stuppioni since the 60s. It’s a go-to for locals and visitors looking for the best seasonal fruit and vegetables.
Just across the river from there, Babae has revived the tradition of historic wine windows. With it ‘L’ora della Buchetta’, guests can enjoy a glass served through the window.
In viaggio: travels in the Tuscan countryside.
Leaving Florence behind, the Varley team headed into the countryside, capturing key looks along the way. The expanse of green hills provided the perfect contrast to the city backdrop.
Shop the campaign.
Varley recommends.
Viewpoint: Giardino Bardini
Market: Mercato Centrale
Gelato: Gelateria La Carraia
Food: Trattoria 13 Gobbi
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