After years of revivals, resurgences and experiments with creative directors, Fiorucci is preparing for its official catwalk debut on September 17th, the first day of Milan Fashion Week, but outside the official Camera della Mode schedule. It will mark a new growth chapter for the historic brand on the path to recovery devised by Swiss entrepreneur Donna Bertarelli, and a re-entry into the US market, where it enjoyed great success in the 70s. The show will take place at the Milan Triennale, which will also host an exhibition dedicated to founder Elio Fiorucci from November 6th, rekindling passion for the brand’s extensive archive. CEO Alessandro Pisani elaborated in a recent interview with MF Fashion, expressing regret over the exclusion from the official calendar. “There was a lack of coordination with the associations and especially with the museums, so I thought it would be easier to be included. Fiorucci is a Milanese brand and we have a unique opportunity to take advantage of that to celebrate the creativity and historical talent of its founders.” Among other details, we know that the show will be highly theatrical, not just a runway, and that the collection will include collaborations with up-and-coming artists.
In an exclusive interview with MF Fashion, CEO Alessandro Pisani said that 2023 will be an important year for the brand’s comeback, finishing in a balanced state compared to 2022. “We are currently achieving a growth rate of 15% across all channels, which we expect to be able to maintain throughout the year,” declared the CEO. Pisani also elaborated on the exhibition dedicated to founder Elio Fiorucci, which will run until March 2025. “The exhibition will be curated by Judith Clark, with Fabio Cherstig in charge of the set-up and scenography. When we learned about the event, we met immediately to understand the possible interaction with the brand, granting him access to the archives to enhance the depth of the retrospective,” Pisani explained. In addition to the debut show and the exhibition at the museum, the brand will also establish a new headquarters in the city, planning to open the new spaces (including offices, showrooms and event spaces) immediately after the fashion week, coinciding with the opening of the exhibition. However, the brand’s first Milan boutique is not due to open for another year and a half, pending further expansion, although plans are in place. For now, the brand will focus on international markets, particularly the US, and on strengthening its e-commerce, which currently accounts for 48% of its total sales.
