Fiorucci will debut on the catwalk during Milan Fashion Week

After years of revival, regained popularity, and experiments with creative directors, Fiorucci is preparing for its official runway debut on September 17, on the first day of Milan Fashion Week but outside the official schedule of the Camera della Moda. The historic brand thus marks a new chapter of growth in its revival path conceived by Swiss entrepreneur Dona Bertarelli, which will also see the brand's re-entry into the US market where, in the '70s, it had found much success. The location of the show will be Triennale Milano, which will also host a dedicated exhibition to the founder Elio Fiorucci starting from November 6, destined to rekindle a passion for the brand's vast archive. CEO Alessandro Pisani explained the details to MF Fashion in a recent interview, expressing some regret for the exclusion from the official calendar: «There was a lack of alignment with the association, I thought it would be easier to be included, especially because of the liaison with the museum. Fiorucci is a Milanese brand, and we have a unique opportunity to use it to celebrate the creativity and historical genius of the founder». Among other details, we know that the show will not be a simple runway but quite theatrical and that the collection will include collaborations with emerging artists.

Speaking exclusively with MF Fashion, CEO Alessandro Pisani said that 2023 was an important year for the brand's revival, ending in balance compared to 2022. «Today we have growth rates of 15% across all channels, which we estimate to maintain for the entire year», declared the CEO. Pisani also elaborated on the exhibition dedicated to the founder Elio Fiorucci, which will last until March 2025. «It is curated by Judith Clark, with setups and scenography by Fabio Cherstich. When we learned about this event, we immediately met to understand the possible interactions with the brand. To enhance the depth of the retrospective, we gave them access to our archive», explained Pisani. Along with the debut show and the museum exhibition, the brand has also established a new headquarters in the city, with the inauguration of the new spaces (including offices, showrooms, and event spaces) scheduled just after fashion week and in sync with the opening of the exhibition. However, we will have to wait a year and a half for the brand's first Milan boutique, for which there are plans, but which awaits further brand expansion. For now, the focus is on the international market and the US specifically, as well as efforts to strengthen e-commerce, which currently represents 48% of total sales.