Fiorucci Brings San Babila Back to Life with Augmented Reality
by Adriano Batista
Fiorucci is bringing its iconic San Babila store back to life, but with a modern twist. The brand reopened the legendary Milan store—not as a physical space, but as a digital experience. Located at Piazza San Babila, the same spot where the original store stood, this new version uses augmented reality to blend Fiorucci’s rich history with the latest technology.
The project comes after Fiorucci’s FW25 show, which drew 800 guests, including 400 fashion students. Now, the brand is taking another bold step by reimagining its past in a way that feels fresh and futuristic. The San Babila store, which closed in 2003, has always been a symbol of Fiorucci’s creative energy. This digital revival honors that legacy while embracing innovation.
The digital store is designed to capture Fiorucci’s unique style, mixing its iconic graphics and pop culture influences with modern storytelling. Visitors can access the experience by scanning a QR code in Piazza San Babila. This opens the door to three interactive rooms, each filled with pop culture references, archival images, and the brand’s signature creativity. Every space offers something different, with exclusive content and unexpected details to explore.
To mark the occasion, Fiorucci is also releasing a limited-edition capsule collection. The collection includes a t-shirt, a cap, and a hoodie, all inspired by the legendary San Babila store. These items will only be available in the digital shop, making them a must-have for collectors and fashion fans.
Georgian Fashion Foundation Steps Up to Support Creatives in Challenging Times
Sunglasses Built for the Party Heroes: MELLER x Drumsheds Drop Limited-Edition LEA Shades
Aniele Stroz’s INSOMNIA collection finds its rhythm in the deep quiet of the night. It draws from those long, awake hours where thought takes over and the world feels different.
Some designs are more than just accessories. They are part of a story. The Saddle bag is one of those icons.
PUMA and New York-based designer Danielle Guizio are back with a new collection for 2025.
Take a look at Who Decides War Spring/Summer 2026 backstage, captured by the lens of Spencer Stovell during New York Fashion Week, in exclusive for Fucking Young!
Nike and Air Afrique, a creative collective from Paris, have created a new shoe. It is called the Air Max RK61.
Salomon’s new Road Trip capsule looks both ways. It draws from the brand’s own history while making sure every detail is suited for the present.
MM6 Maison Margiela has partnered with Agnelle, a French glove maker with a history stretching back to 1937.
COMME des GARÇONS Homme Plus and Nike introduce a new collaborative sneaker, the Air Rejuven8.
For Spring/Summer 2026, Palomo returned to Madrid. The setting was The Palace Hotel, an intimate presentation that marked a homecoming after several seasons in New York.
Smith will lead the creation of four collections each year, covering men’s shoes, leather goods, and accessories.
Gucci introduces a new sneaker, the Gucci Shift, designed for motion. It translates the House’s athletic history into a form made for the rhythm of now.
Setchu Perfume is a collection of five fragrances, each continuing the brand’s search for balance, joy, and strength.
Deep in the hills of Abruzzo, at a place called Villaggio Cirulli, a simple but powerful idea took shape: no one is just a number.
Take a look at Campillo’s Spring/Summer 2026 backstage, captured by the lens of Spencer Stovell during New York Fashion Week, in exclusive for Fucking Young!
FANG NYC made its New York Fashion Week debut with a Spring/Summer 2026 collection that drew a clear line from the past to a specific future.
Valentino Garavani and Vans unveiled the campaign images for its new collaboration.
ECKHAUS LATTA unveiled its Spring/Summer 2026 collection during New York Fashion Week.
Ami Paris has unveiled a new staple for the wardrobe: the Mirage sneaker.
Peter Demas photographed by Chris Fucile, in exclusive for Fucking Young! Online.
In an age of digital noise, there’s something powerful about work made by hand. Artist Sal Salandra understands this.
LeBlancStudios presents its Spring/Summer 2026 collection, “Museum of Common Oddities.”
Drawing from the energy of Tokyo’s streetwear, the collection captures the creative pulse of Shibuya.
Dsquared2 and Ducati have joined forces for the first time. The reason is a machine: the new Ducati XDiavel V4 motorcycle.
A shoe should feel good from the first step. That’s the idea behind Camper’s new unisex sneaker, the Karst 2.
The offering is relaxed yet polished. It includes rugby shirts, lightweight shell jackets, and everyday T-shirts that speak to the brand’s modern-prep influences.
Photographed by Juergen Teller and styled by Jodie Barnes, the campaign features models Alex Consani and Leon Dame.
The message is an invitation. It’s a call to “cum” together, to join what they playfully term the “Carne Cummunity.”
SOLID HOMME applies its own clean, specific point of view to the iconic MA-1 flight jacket from Alpha Industries.
Balenciaga just unveiled a collection of ten fragrances. This launch moves beyond traditional perfumery, built instead on fusion and tension.
Dior has unveiled a new bag for the Winter 2025-2026 collection: the Dior Slider hobo.
