FIORUCCI FW26 CAMPAIGN FOLLOWS A WOMAN THROUGH A HOTEL

Summary:

• Fiorucci titles its Fall-Winter 2026 campaign Memorie and sets it in a hotel suspended in time.
• The collection reworks overcoats, tweed, lace and denim with new proportions, and treats denim with folding, laser and heat-bonded graphics.
• The Lips Bag appears for the first time as a clutch.

Fiorucci has released the campaign for its Fall-Winter 2026 collection, titled Memorie. The brand builds it around the idea that memory changes with emotion and time, and that a future pictured in detail can feel already remembered.

The film and images take place in a hotel outside of time. A woman checks in to a place she has never visited, yet everything looks familiar to her. In corridors, mirrors and behind glass, a second woman appears. The protagonist has never met her. The story presents this figure as another version of who the protagonist might become, not as a record of her past. Phones ring with no explanation, and objects act as clues.

The collection uses recognisable pieces: classic overcoats, column dresses, argyle knitwear, tweed, lace and denim. Their proportions and construction change. Volumes are oversized, peplums are sculptural and denim has a barrel leg.

Several materials sit side by side. Chantilly lace is made on historic lace machines and finished with a scalloped edge. Lace appliqué on mesh adds embroidery detail, and the Cupid motif is embroidered by hand. Brushed mohair and wool bouclé appear next to salt-and-pepper tweed in macro and micro weaves. Oversized metal studs sit on lace, and a matte stretch velvet is paired with denim and tailoring.

Denim receives several treatments. Fiorucci folds it before laser treatment to create permanent lines. It adds tonal laser graphics, prints on garments only after they are cut, built and washed, and heat-bonds graphics one by one onto finished pieces.

Cupid, Angels, Lips and Dalmatian appear through embroidery, printed stretch mesh, velvet and accessories. The palette covers reds, mint greens, pale pinks and salt-and-pepper grey. The Lips Bag debuts as a clutch, shown with pointed décolleté heels and boots.

Campaign credits: creative director Francesca Murri, art direction Studio Blanco, photographer Luna Conte, photographer assistant Nicolo Degni, videographer Alex Valentina, models Poppy Miles, Chiara Tonazzi and Luigi Bianco, hair Armando Cherillo, make-up Alessia Stefano.