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
Emporio Armani and Our Legacy Workshop are back in business with their new collaboration: a Spring/Summer 2025 collection.
Earlier this year, four-time Formula 1 champion Sebastian Vettel joined Swiss clothing brand Neumühle for a special lesson at a Swiss school. The topic? Circularity.
Stüssy unveiled the lookbook for its Summer 2025 collection, photographed by Antosh Cimoszko and styled by Landon Ebeling.
Born in Chuhuiv, a small town in Ukraine’s Kharkiv region, Roman’s earliest memories are of wind, open fields, and the vastness above.
Teaming up with Ray-Ban, A$AP Rocky introduced the Wayfarer Puffer, a new take on sunglasses that mixes hip-hop energy with precision craftsmanship.
The festival has been a political statement, an artistic movement, and a safe space for imagining new narratives.
Australian eyewear brand Le Specs has joined forces with No Problemo for a first-time collaboration.
The move combines the strengths of both agencies, backed by The Independents group, which acquired Lucien Pagès in December 2024.
Vivobarefoot has unveiled the Tabi Gen 01, the world’s first fully custom 3D-printed barefoot sandal.
The well-known MET GALA has already taken place. Here are our favorite looks!
British fashion house Vivienne Westwood, creatively directed by Andreas Kronthaler, unveiled the lookbook for its Fall 2025 collection.
STWD by Pull&Bear is all about championing new talent and celebrating the fluid, shape-shifting energy of today’s youth.
For the event, PAF will stage a presentation designed specifically for Pitti’s international audience.
In the golden haze of Barcelona’s streets, La Melancolía and Rassvet converge in a collaboration that feels like a memory half-remembered.
Japanese footwear brand grounds is teaming up with Los Angeles boutique H. Lorenzo to re-release the SPIKE SNEAKERS, originally created in collaboration with Belgian designer Walter Van Beirendonck.
There are performances, and then there’s Maraña—an experience that defies easy categorization.
Summer in the city means heat, humidity, and the need for footwear that can keep up.
Valentin Leuzzi photographed and styled by Agustin Prieto, in exclusive for Fucking Young! Online.
PUMA and ROMBAUT are back with the second installment of their “Levitation” collaboration, a shoe that doesn’t just sit on the ground but seems to float above it.
The Italian brand has unveiled its “Gucci Lido” campaign, starring Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson, shot by photographer Jim Goldberg.
French fashion house Dior presents the latest capsule of its ‘Icons’ line for the Fall season, designed by Kim Jones.
MR PORTER’s latest High Summer campaign brings together 38 pieces designed for warm days and effortless style.
The first instalment of the “América” collection by Mexican-American designer Willy Chavarría has arrived in stores.
Sheep Inc. has launched FIBREGEN™, a new kind of fabric that combines comfort with real environmental benefits.
Sergio Solís photographed by Pablo Castillo and styled by Joel Pardo, in exclusive for Fucking Young! Online.
Carne Bollente’s latest collaboration, Never Enough, pairs the brand’s sex-positive designs with the work of Greek photographer Spyros Rennt.
Just easy chemistry between friends, spontaneous laughter, and the kind of moments that stick with you.
New York-based brand Supreme unveils on Instagram its latest collaboration, featuring designer Shayne Oliver.
Jacquemus unveiled its new campaign “Going Bananas for Jon”, starring The White Lotus actor Jon Gries shot in Los Angeles.
G-STAR is stepping into a fresh creative chapter with the appointment of Rushemy Botter and Lisi Herrebrugh as Creative Directors.