Florence being historically the first home of Italian fashion (the 1951–1953 soirées held by Giovanni Battista Giorgini are generally regarded as the birth of the Italian school as opposed to French haute couture) is also home to the Italian fashion establishment Salvatore Ferragamo.
Gucci, Enrico Coveri, Emilio Pucci, Patrizia Pepe, Ermanno Scervino and many others are founded and located in Florence. Prada, Roberto Cavalli, and Chanel have large offices and stores in Florence or its outskirts. Florence's main upscale shopping street is Via de' Tornabuoni, where major luxury fashion houses and jewelry labels, such as Armani, Ferragamo and Bulgari, have their boutiques.
The San Lorenzo market is now largely for tourists. Great places to walk include along the Arno and across any of its bridges, through narrow, medieval back streets in the Santa Croce area and in the Oltr'Arno – on the south side of the river, in many ways like Rome's Trastevere or Paris's Left Bank – but far smaller. There are also superb shopping streets, such as the Via Tornabuoni, the Via del Parione, and the Via Maggio.