What happens when two icons from the ’90s meet and match their unique identities? Napapijri and Fiorucci did it and the result is Napapijri x Fiorucci, a genderless reinterpretation of Napapijri Northfarer, the brand’s iconic anorak–produced according to sustainable criteria–but this time featuring Fiorucci’s unique retro lettering and colorful prints.
The new collaboration's campaign is set in a 3D virtual reality resembling an Alpine parallel universe.
Photo: Napapijri x Fiorucci
Napapijri x Fiorucci campaign
As Daniel Fletcher, artistic director of Fiorucci, explains, the inspiration for this joint project "came from reflecting on the meeting point of the two brands. For me, that point is the concept of exploration. Napapijri is rooted in exploring nature and the planet; Fiorucci loves to explore individuality and self-expression. This collaboration reflects their common curiosity about the world."
Photo: Napapijri x Fiorucci
Gabriella Busnelli, head of design at Napapijri, explained how the spirit of the collaboration refers to what Elio Fiorucci, founder of Fiorucci, used to remark: "As Elio said, 'This is an era of great elegance, especially because everyone is free to create his own image. You no longer need wealth to build a fashionable look, all you need is your imagination.’ And it was a flight of fancy that led us to this capsule and to our partnership with Fiorucci: combining his pop heritage with our garments and technical fabrics was pure fun."
Photo: Napapijri x Fiorucci
Napapijri x Fiorucci campaign
The collaboration will be sold starting from January 27 through selected stores including Orefici 11 in Milan and the Fiorucci flagship store in London.
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