10/01/2012 12:57 GMT | Updated 22/05/2015 06:12 BST

Street Style: Luisa Via Roma Firenze4Ever 4th Edition

MyDaily were lucky enough to be whisked away to sunny Florence over the weekend, for our first ever taste of the Firenze4Ever experience.

A twice-annual event hosted by Italian fashion brand Luisa Via Roma, Firenze4Ever sees a whole host of bloggers descending on the cobbled streets of Florence in their droves, ready to get their hands on the new season stock.

Luisa Via Roma Fireze4Ever 4th edition in Florence, Italy Fashion blogger Chiara Ferragni strikes a pose in the middle of Firenze. Photo: Karla Otto for Luisa Via Roma

Confused? In essence the lovely (and trusting!) folk at Luisa Via Roma want to celebrate the fact that they get hold of rails upon rails of new season designer stock ahead of anyone else - so they invite bloggers/writers/professional fashionistas to have free reign over their store for a two day style lab.

Bloggers style models, MAC are on hand to beautify and Aveda take care of the hair. Photographers snap away, and beautiful pictures result. Throw in some music mixing, a cocktail reception or two and a huge in-store closing party, and you've got one fashion-packed weekend.

Here's a little snippet of some of the style on show from our newfound blogger pals:

(Oh, and wondering what all the designer pug dogs are about? It's a charity initiative thought up by Luisa Via Roma- Pug Dogs for Happy Kids - and which involves their designer friends each styling a Steiff pug to be auctioned off in aid of UNICEF. But more on that later.)

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