At Milan Fashion Week, Francesca Murri reveals her fall 2025 collection for Fiorucci, merging nostalgic elements with contemporary style, while emphasizing inclusivity and the brand’s historical roots.
Francesca Murri’s fall 2025 collection for Fiorucci showcased a blend of nostalgia and contemporary vibrance, highlighting her ongoing efforts to reimagine the iconic brand while paying tribute to its historical roots. The runway show, part of the official Milan Fashion Week, featured an eye-catching plastic H-line dress adorned with Polaroids capturing everyday moments, effectively embodying the collection’s playful spirit.
The collection struck a balance between whimsy and practicality, portraying a wardrobe captured in a dreamlike state that spans various life stages—from childhood to adulthood. The atmosphere was set by an opening video montage illustrating significant life milestones, further enhanced by an imaginative backdrop on a large screen, featuring a postcard-like depiction of a surreal holiday setting that juxtaposes palm trees with snowy mountains and an outdoor pool flanked by rustic cabins.
In her presentation, Murri emphasized an easy-to-wear mix of styles, melding formal and casual silhouettes while creatively intertwining materials such as pinstripe wool, chevron patterns, natural latex, recycled PVC, and neoprene. This resulted in a dynamic aesthetic, with loud prints and trompe-l’œil effects alternating alongside more subdued tailoring and sportswear elements. Highlights included versions of structured blazers layered over track-inspired long dresses, alongside printed puffers and bomber jackets paired with swimsuits and sheer dresses. The stylistic choices continued with summery slip dresses set against broderie anglaise pieces embellished with palm and heart motifs, while corduroy hoodies and furry coats offered a contrasting texture. Cropped knits revealed shirts with vibrant Hawaiian floral prints underneath, further enhancing the playful theme of the collection.
This show not only signified Murri’s artistic vision but also underscored the new management’s dedication to repositioning Fiorucci within the fashion industry. In an effort to make the brand more accessible, the CEO Alessandro Pisani emphasized the brand’s foundation in inclusivity by inviting 400 fashion students to attend the show. “It’s in the brand’s DNA to bring Fiorucci and its contents closer to a bigger audience that goes beyond the fashion one. This [move] has been a first step toward the democratization of Fiorucci,” Pisani stated.
Looking forward, Pisani hinted at the forthcoming launch of a virtual store in Milan’s San Babila area, a significant location as it marks the site where Fiorucci’s late founder originally established his renowned emporium. This initiative is part of a broader strategy to engage with a wider audience and reshape the Fiorucci brand for future generations.
Source: Noah Wire Services
