2025/02 Marina Fossati – Stella Marina

#02 February #2025 #Brand Color #Brand Concept #concept by i see windows #Display w/ Multiple Categories #Pink #Primary Color #Red

Details:

Marina Fossati

Stella Marina

Spring-Summer 2025

Via Gesù 15, Milan

Concept by Peter Hamer

Review:

by Peter Hamer

february 20, 2025

This marks the 21st concept I’ve created for Ilaria from Marina Fossati, an inspiring collaboration that began back in 2021. The path to “Stella Marina” started in December 2024 by a small detail in the Dior display—a crab. As both Ilaria and I are born under the Cancer sign, that crustacean in Dior’s windows sparked the notion of an underwater theme for our next project.

However, I knew from the start that the crab itself would not be our main character. We had already done siren (mermaid) displays before—one with my interns (hi Alessandra, Aurora, and Caio) for a summer collection, and another surfing mermaid adventure with Vanadio23 (hi Andrea), complete with dancing lobsters. This time, I wanted to create something more contained yet still fun. The idea of an aquarium felt like the perfect solution: it allowed me to showcase a many products while prompting viewers to linger, investigating the various corals, algae, and hidden gems inside.

For this display, I collaborated with AI to generate a unique image of a the Marina Fossati aquarium, featuring the brand’s iconic pink and sun-like reflections.

To maintain the sensation of water, I used iridescent sheets—an idea inspired by a Lanvin window display from 2014. These sheets refract light in a way that mimics the shifting, shimmering surface of water, giving it that magical, look-at-me-closely effect we strive for in visually rich displays.

In keeping with Marina Fossati’s now-signature approach of “more is absolutely more,” the aquarium is overflowing with accessories. The “accumulation” aesthetic has become part of the brand’s identity, and I love how it delivers a feast for the eyes. After all, the question isn’t whether you should wear one piece—of course not. Why choose just one when you can collect an entire school of sparkling jewels?

And that is precisely the spirit behind Stella Marina: it’s about discovery, about going fishing (quite literally in our aquarium) for that starfish—one that might just be adorned with jewels, a hunt for beauty!

Each time I design a new concept for Marina Fossati, i see windows as storytelling portals. With Stella Marina, I wanted those passing by the display to feel like they’ve stumbled upon a secret undersea realm. Yes, I owe a nod to that small Dior crab for sparking my imagination, but the real star of this journey is the sense of wonder that happens when you dive below the surface. It’s a testament to remind us that, in fashion—just like in the ocean—there’s always another treasure waiting to be discovered.