Nicole Atieno: Fiorucci has such a playful, rebellious legacy. How are you reinterpreting that spirit in menswear today?
Francesca Murri: We don’t look for rebellion, but we aim to spark reflection on today’s reality, an international point of view with a touch of Italian eccentricity.
The Fiorucci man of 2025: who is he, and what does he stand for?
He’s someone who expresses himself with creativity and irony,‘a self-confident, yet still romantic, individual.
What visual or cultural references shaped this upcoming men’s collection?
I was inspired by Tim Burton’s universe, 1970s tennis, Walt Disney cartoons, and Salvador Dalí.
How do you approach designing menswear in an era where gender norms are constantly shifting?
If people feel confident in our clothes, they can express what they have inside without worrying too much about judgment. The true Fiorucci spirit doesn’t conform, it encourages freedom and self-expression.
What were the biggest challenges in translating Fiorucci’s DNA into menswear?
Again, we don’t think in terms of gender, but rather attitudes. We offer tools for people to be creative and self-confident.
What role do younger voices like students or street culture play in how you shape collections?
It’s crucial to understand what they think and desire, and to open up a conversation with them. That’s why I love working with cool kids in the studio.
When you first joined Fiorucci, what did you want to protect, and what did you feel free to completely reinvent?
I wanted to protect the approach to fashion, the values, the colors, the graphic language, while reworking everything in a contemporary context.
What’s your perspective on the renewed interest in Fiorucci’s vintage pieces? Why do you think people are gravitating toward the brand’s archival styles again.
Because they were revolutionary. Revisiting those archive pillars in a new context still brings the same energy and emotion.
In your view, what makes Fiorucci so appealing to a new generation of consumers?
The ingredients are always the same – color, positivity, freedom, irony, art, inclusivity but they’re “cooked” in a contemporary way, creating a space where people can truly express themselves.
How do you plan to harness this momentum, particularly in the menswear space?
By reaching a broader audience through marketing activations that spread Fiorucci’s values and content.
What role do spaces like the upcoming Casa Fiorucci play in your creative vision? Is Fiorucci becoming more like a cultural platform?
We’re working to elevate the cultural relevance of the brand through Circolo Ultra Fiorucci and collaborations with talented artists. Janine Zaïs in this show is the perfect example.
You often speak about designing through feeling. What kind of feelings do you want people to associate with Fiorucci today?
Positivity, irony, and creativity.
Looking ahead, what do you want Fiorucci to mean to the next generation of creatives?
A platform where they can be involved and become part of the dream.
Click through the full SS26 collection by Fiorucci, presented at Milano Fashion Week:
