Fiorucci FW24: a photo-romance full of sweetness

In a set of snapshots and through the sweetest accessories such as lollipops, ice cream and colors that evoke a Wonka universe, Fiorucci presents his second collection since his return to Milan Fashion Week.

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In its first collection after its comeback, Fiorucci managed to give Milan Fashion Week a breath of fresh air while reviving its brand heritage in a much more creative way, responding to the concerns of today’s fashion landscape. This season, creativity has run its course, and the brand, with Francesa Murri at the design helm, has resurrected a long-lost narrative language: photo-romance.

These little love stories in photographic format captivated large sections of the Italian population in the 1960s-70s and soon became popular around the world for their ability to condense emotions and fun into a few frames. Recapturing this love of simple narrative, and striking connections and details, Fiorucci places a camera in front of a streetcar stop. In his succession of frames, each snapshot tells a love story and sweetness permeates every element of the collection.

The garments are all about fun, but it is the accessories that give meaning to everything in the Fiorucci universe. Every detail becomes an essential part of the proposal, from the lollipop-shaped buttons to the ice cream prints; a celebration of the creativity and unique identity of the Italian maison. A closet basic, such as a jacket, shirt or suit pants, is elevated when accompanied by a lipstick or lollipop earring, or suddenly the “Mella bag”, which is renewed this Autumn-Winter in dimensions and materials, including a version completely covered in rhinestones, destined to become a key element of any outfit.

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In other garments, the “Matal bubbles” become versatile details that enrich the outfit of both men and women Fiorucci. The same happens with the lingerie, which subtly integrating itself among the garments, adds fun and depth to the collection, as we can see in the garter belts that are combined with sweatshirts. Francesca Murri’s pop and cute vision continues with puffy piping, which extends from fluff flops to knitwear and coats, creating a sense of much-needed comfort for the winter months.

The Fiorucci FW24 collection continues the projection of a romantic and playful brand vision, which leads us even more to look forward to what it has in store for its third chapter.

Until next season, Fiorucci.