During Milan Fashion Week, Acqua Fiuggi made waves with its rebranding, celebrating the fusion of beauty, well-being, and Italian heritage. The brand partnered with Vogue Italia for the exclusive #FiuggiLovedbyVogue project, culminating in a glamorous evening at Hangar Bicocca, where international fashion icons gathered to toast the evolution of Fiuggi Water.
A Star-Studded Affair: Fashion and Wellness Unite
The event drew some of the biggest names in fashion and entertainment, including Romeo Beckham, Naomi Campbell, Lucky Blue Smith, Nara Smith, Leonardo Maria Del Vecchio, Ice Spice, and Paloma Elsesser, alongside designers Dean and Dan Caten. The setting embodied the perfect balance between heritage and innovation, reinforcing Fiuggi’s commitment to elevating lifestyle experiences.
Beyond the event, Acqua Fiuggi took center stage as the official water of Milan Fashion Week, thanks to its partnership with Camera Nazionale della Moda Italiana (CNMI). The collaboration reaffirmed the brand’s connection to Italian excellence, blending fashion, luxury, and wellness into one seamless narrative.
The New Look: Timeless Purity Meets Contemporary Aesthetics
Fiuggi’s rebranding is more than just a visual transformation—it’s a statement of modernity and sustainability. The brand introduced sleek, minimalist bottle designs across its glass and PET lines, maintaining its signature elegance while enhancing functionality and environmental consciousness. The new glass bottles are lighter, easier to handle, and designed with sustainability in mind, without compromising the water’s legendary purity.
For those who appreciate heritage and exclusivity, Fiuggi continues to offer its classic iconic bottle, ensuring that the brand’s rich history remains a key part of its future.
Fiuggi Meets Vogue: An Iconic Collaboration
To celebrate the rebranding, Fiuggi and Vogue Italia launched a special pop-up newsstand at Via Brera 21, the heart of Milan’s fashion district. The activation showcased the new bottles through a stunning campaign by photographer Elizaveta Porodina, reinforcing Fiuggi’s refined aesthetic and deep cultural roots.
Luigi Mascellaro, CEO of Acqua e Terme Fiuggi SpA, emphasized the brand’s vision:
“Our collaboration with Vogue Italia during Milan Fashion Week celebrates the harmony between Italian fashion and Fiuggi’s purity. Through this rebranding, we honor our legacy while embracing a future built on beauty, quality, and sustainability.”
Fiuggi: A Symbol of Italian Excellence
With this transformation, Fiuggi Water not only reaffirmed its status as a wellness icon but also positioned itself as a true luxury lifestyle brand. By blending heritage with innovation, Fiuggi continues to offer a premium experience that transcends hydration—it’s about living beautifully.
