Fiorucci's Seventies-Inspired SS23 Campaign Is All About the Morning After
Debuting a new “morning rise” motif designed by artist Nicholas Law.
Fiorucci takes us back to the night before with its hazy Spring/Summer 2023 collection, shot in Milan by Andy Massaccesi.
Evoking sober memories of blurry nights, the campaign draws from duality — merging subtle Italy-inspired color palettes with bolder Fiorucci prints and styles. The collection also debuts a new pastel-hued “morning rise” motif, designed in collaboration with artist Nicholas Law, which adorns oversized knitwear and short twinsets.
Taking cues from the funkadelic aesthetic of the 1970s, the collection exudes a playful energy, reviving Fiorucci classics like crocheted hoodies, angel-emblazoned knitwear and sheer, printed dresses. In tribute to the brand’s rich heritage, the collection was shot against a backdrop of classic Italian furniture, each made from the years in which Fiorucci was founded.
Take a look at the collection and its Italian-inspired campaign above and head over to Fiorucci’s website to purchase.
In other news, adidas and Marimekko teamed up for a fifth time.
