After a year of relaunching efforts, Italian brand Fiorucci is staging its first runway show under creative director Camilla Murri. Held off the official schedule at the Triennale Milano museum, the show will explore themes of utopia and irony through a dreamlike lens, drawing inspiration from surreal art, literature, and personal narratives.
is ringing the alarm and reclaiming a spot in the fashion landscape by staging its first runway show under thebut is off the official schedule, will be held at the Triennale Milan o museum, a landmark location for arts and design that recently hosted the Gucci men’s show.
Braiding such a narrative with Fiorucci’s signature ironic spirit and the sugar-coated attitude she brought to the label, Murri conjured a lineup heavy on white, light blue and indigo hues that will offer a new take on some of the brand’s codes and more insight on her personal output. In the same spirit, she cut new, elongated silhouettes, oversize proportions and loose fits that could express the gender-bending approach she’s been embracing and that honors Fiorucci’s inclusive ethos. Finishing off the range, colorful elements nodding to the brand’s archives appeared as prints in the garments or defined chunky accessories, bringing a pop touch to the lineup.
“Everybody remembers Fiorucci’s heyday but the brand has been quite silent from the ‘90s onward. Yet this isn’t hampering its potential relaunch today. On the contrary, it is helping it because there’s much curiosity around the project,” Pisani said. He stressed that it’s the company’s duty now to bank on the show’s momentum and the Triennale exhibition’s organic buzz to scale up the brand awareness.
Fiorucci Runway Show Milan Camilla Murri Dreamlike Collection Utopia Irony
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