Sergio Rossi creative director Francesco Russo is showing his collection to editors in Milan on Saturday, the culmination of months of planning and design. Like a slew of other labels (Reem Acra, Mulberry), this season Sergio Rossi will project a video during the presentation. Russo offered us a glimpse into a day in his very busy pre-presentation life:


8:00 am: Breakfast at 3ROOM 10 Corso Como
It's my second home, where I spend 2 to 3 nights a week when staying in Milan. The staff is extremely nice and welcoming. This place is so cozy; it's just like having your own apartment. When I stay over the weekend, I enjoy visiting the Carla Sozzani gallery, particularly for the photography exhibitions. Then I often wander around the bookshops and flip through the best outfits at the boutiques. Highly recommended!


9:30 am: Casting at Sergio Rossi show room Via Pontaccio 13
The girls are arriving; they are inaccessibly tall, tenderly silent, and giant aliens of beauty. I choose the women who will bring the right vibe to the new collection. This is not a simple task. My work's philosophy does not simply lie on designing shoes as objects, but to create them to fit the woman, enhance their grace and reveal their natural beauty.


1:00 pm: Lunch at Nabucco, Via Fiori Chiari, 10
One of my favourite restaurants, it is Sicilian food. I am particularly loving the "Fiori di zucca with ricotta cheese" and all fish Carpaccio. Let's relax!


Meeting to check the LED screen. In order to display the new collection, we have transformed the Sergio Rossi showroom into an extraordinary setting where we will broadcast our "imaginary rooms" on screens in the shape of a door that open to the imagination. It's a play of seduction by women wearing the new collection.


4:00 pm: Last check for the women FW 10/11 collection
Doubts are always the last to disappear — at least as far as I am concerned!


It is realIy the moment of my "ideal day," meaning it is not always the case. Gio Marconi is one of my favourite galleries in Milan and I find the work of Grazia Toderi extremely hypnotic. You can stand [for] hours, totally captured by these images that change calmly and repeat themselves over and over. --Francesco Russo

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