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Acqua Fiuggi unveils its rebranding with Vogue at the opening of Milan Fashion Week
Acqua Fiuggi chose the prestigious stage of Milan Fashion Week 2025 to present its new visual identity to the world. To celebrate this historic rebranding, the brand organized a series of exclusive initiatives, strengthening its connection with the world of fashion and luxury through a special collaboration with Vogue Italia.
The meeting between these two icons of the Italian scene stems from a shared vision of beauty, wellness, and elegance. This synergy perfectly reflects Acqua Fiuggi’s new direction, marked by a renewed image with a more modern and sophisticated aesthetic, closely aligned with the codes of contemporary lifestyle.
The branded newsstand in the heart of Milan
To inaugurate Acqua Fiuggi’s new chapter, an exclusive image campaign was launched in collaboration with Vogue Italia and captured through the visionary lens of renowned photographer Elizaveta Porodina.
The project then came to life in the heart of Milan thanks to a branded newsstand that brought the rebranding beyond institutional settings, making it part of the urban landscape.
Among passersby and fashion enthusiasts, thousands of people stopped to discover the new bottle design and immerse themselves in a story of style, innovation, and authenticity.
The launch event at Hangar Bicocca
Crowning the presentation of the new image was Acqua Fiuggi’s grand event, held in the striking setting of Hangar Bicocca. The evening, titled “Fiuggi Loved by Vogue” to celebrate the prestigious partnership, began with an intimate dinner and continued with an exclusive party.
For the occasion, Acqua Fiuggi transformed the industrial spaces of the venue into a true celebration of its rebirth: impressive video projections, sophisticated light installations, and spectacular waterfalls created the backdrop for unveiling the brand’s new face.
The red carpet welcomed an exceptional lineup of guests, bringing together some of the most influential figures from the worlds of fashion and entertainment. Naomi Campbell, Candice Swanepoel, Adriana Lima, Amelia Gray, and Romeo Beckham were just a few of the many attendees, highlighting the international appeal and prestige of the event.
