FIORUCCI’s SS 2023 campaign takes us on a journey through time. The collection combines the past and the future in a hazy yet peaceful moment, where the pull of the discoteca slowly surfaces, and memories meet with the promise of what is yet to come.
Daniel Fletcher, the artistic director, plays with duality by using a combination of softer and bolder colours that are typically associated with Fiorucci. The colour palette includes muted peach, rich teal, sage green, lilac, baby blue, ochre, lemon yellow, lime, and fuchsia. These colours are paired to create a striking contrast that showcases the brand’s signature aesthetic.
The collection features the “morning rise” motif that represents the dawn of a new day. The motif is created by artist Nicholas Law, who collaborated with Daniel Fletcher to design oversized knitwear and natty short twinsets. The Fiorucci logo takes a backseat to allow new design signatures to emerge, including woven icon patches of Fiorucci Angels and straight-cut, laser-etched denim presented alongside towelling playsuits and jersey casuals.
The campaign was photographed in Milan, showcasing the collection’s “Seventies-inspired mood”. The ad features vintage Italian furniture from the period of Fiorucci’s establishment, making a nod to the company’s enduring style.
The collection includes punchy party looks that are perfect for the disco, such as slinky black dresses adorned with rhinestone necklines, graphic heart-print pieces, and the new balconette dress—each piece to be worn with satin pouch bags, creating a complete party look.
The campaign is a masterful blend of past and future that showcases the brand’s signature aesthetic while embracing the duality of life and experiencing a hazy moment of peace and promise.
by Zlata Kryuor