THIS AUTUMN, MILAN WILL CELEBRATE FIORUCCI’S LEGACY WITH A HISTORIC FASHION SHOW AND A COMPREHENSIVE RETROSPECTIVE, BRIDGING THE BRAND’S STORIED PAST WITH ITS INNOVATIVE FUTURE.
Fiorucci, the iconic brand known for its vibrant and eclectic style, continues its dynamic relaunch, infusing elements of its past with a funky, cool twist. This fall, the brand is set to dazzle Milan with two major events. On September 17, Fiorucci will hold its very first fashion show at the Triennale di Milano, the legendary Italian design museum. Alongside this, Fiorucci is inaugurating its new Casa Fiorucci headquarters in Via Lomazzo, located in the trendy Milanese Chinatown area, with an exclusive party planned for the night. This move marks a fresh, exciting chapter for the brand, blending its rich history with contemporary flair.
Mark your calendars for September 17! Fiorucci is gearing up to present its inaugural fashion show at the Triennale di Milano. While the brand has experimented with similar initiatives in the past, these were more akin to artistic performances rather than traditional fashion shows. “We don’t want a nostalgic show. This will be the brand’s first true fashion show,” says Alessandro Pisani, Fiorucci’s general manager. The goal is to fully embrace the space of the Triennale, celebrating art and design while delivering an immersive experience.
This off-calendar event will effectively kick off Milan Fashion Week for the spring-summer 2025 women’s ready-to-wear collections, taking place just before Fendi’s show at 3 PM. Expect around forty looks, including ten to fifteen menswear pieces. The show is designed as a content incubator, exploring deep themes like inclusivity and collaborating with artists from various fields to provide a vibrant, multifaceted experience for the audience.
Since its relaunch in 2023, Fiorucci has been making waves with its collections, starting with a capsule collection in September, followed by a pre-collection and a full collection for fall-winter 2024-25. The upcoming show in September will mark the second complete collection presented by the new team, led by Francesca Murri. The brand has embraced a contemporary reinterpretation of its iconic 1970s-80s codes, shifting from its commercial past towards accessible luxury.
This new direction has seen an average 30% increase in prices, with some items doubling in price. The distribution network has also been revamped, with Fiorucci exiting certain retailers like Asos to focus on mid-to-high-end markets. The London store was closed as part of this strategy.
Today, Fiorucci is sold at prestigious retailers such as End, Selfridges, and Flannels in the UK, and Sugar and Deliberti in Italy. Nearly half of its sales come from e-commerce, with the rest through about fifty multi-brand stores. Best-selling items include accessories (bags and jewelry), denim, and jersey. Fiorucci plans to test the pop-up store format, like those opened earlier this year at La Rinascente and Galeries Lafayette Champs-Élysées, rather than opening a permanent store before 2026.
CASA FIORUCCI AND THE RETROSPECTIVE
In November, Fiorucci will open Casa Fiorucci in Milan, housing its offices, studio, showroom, and a creative hub. This space will invite various talents to collaborate with Fiorucci, reinforcing its commitment to contemporary creativity.
The Triennale di Milano will also host a retrospective on Elio Fiorucci from November 6, 2024, to March 16, 2025. Curated by Judith Clark with scenography by Fabio Cherstich, the exhibition will explore the multifaceted creative and entrepreneurial dimensions of the late designer, who passed away in 2015. Art critic Gillo Dorfles once described Elio Fiorucci as “the Duchamp of Italian fashion,” highlighting his profound impact on fashion, architecture, design, music, art, and entertainment.
The exhibition will delve into the cultural context and diverse fields Fiorucci ventured into, from the first concept store in Galleria Passarella, Milan, in 1967, which offered an eclectic mix of clothing, records, publications, and unique objects, to its role as a hub for happenings and performances.
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