With branches near the main Florence fair centre and the textile district in Prato, Fashion Room caters for both fashion students and professionals
The Story Behind Fashion Room in Florence
Founder Riccardo Ricci first established his bookstore in 1993, right in the heart of Florence on Via della Vigna Nuova. Over time, Fashion Room expanded its reach with a second store opening in Prato in 2003, and a relocation of the Florence store to Via Il Prato on the city’s outskirts in 2012.
Before creating Fashion Room, Ricci worked as a software programmer until 1992. However, he has always nurtured “a passion for fashion and music since middle school.” His early work in a vinyl shop and his family’s small traditional newsagent kiosk on Via Tornabuoni sparked his lifelong interest in fashion magazines and industry publications.
During trade fair shows—especially Pitti Uomo at Fortezza da Basso—Ricci would assist avidly, building direct relationships with distributors and editors. “It was an intuition from my father and a desire to be involved in the fashion industry that led me to open a specialized fashion bookstore,” Ricci explains. This unique insight transformed his enthusiasm into what is now known as Fashion Room Firenze.
Why Fashion Room’s Location Stands Out
Although the new Florence location is not in the historic centre, its central positioning near landmarks such as the American embassy and Polimoda offers considerable advantages. Being just outside the restricted ‘ZTL’ (limited traffic zone) makes the store accessible by car—a crucial benefit as obtaining permits in Florence’s historic centre can be challenging and costly. Additionally, its proximity to Florence’s main train station and Porta a Prato ensures excellent access via taxis, trams, and buses.
Over its twenty-five-year history, Fashion Room has evolved primarily in the types of products sold. Originally catering exclusively to designers searching for work-specific literature, the store soon expanded to meet the needs of fashion students and anyone passionate about the industry. This evolution resulted in a broader selection and an increase in stock, particularly for rare, limited-edition magazines and books.
Upon entering the spacious Florence store, visitors are greeted by two vibrant, colored tables brimming with books. Restored original wooden beams blend seamlessly with modern wooden and iron furniture, giving the store an eclectic mix of traditional and contemporary design that reflects the spirit of Florence’s fashion heritage.
Lampoon review: Fashion Room’s International Magazine Collection and Sourcing Strategy
Fashion Room prides itself on an extensive selection of international magazines. Ricci notes, “Ninety-nine percent of our magazines are international. While Vogue Italia is a staple, we carry Vogue editions from many countries and other niche titles.” This exclusive curation makes Fashion Room a go-to destination for those seeking hard-to-find fashion magazines and designer-focused literature.
The selection of books and magazines—considered the DNA of any bookstore—is an arduous process managed by knowledgeable, passionate employees. One employee is dedicated to sourcing magazines while another focuses on books. “We continually monitor global trends by engaging with similar outlets in Copenhagen, Berlin, and New York,” Ricci explains. Direct contacts with publishing houses also help secure limited-edition materials that international importers might overlook.
Fashion Room at Global Fashion Fairs and Events
Fashion Room actively participates in around fifteen trade fairs each year, a strategy that boosts both publicity and e-commerce sales. By attending fairs such as Pitti Uomo, Pitti Bimbo, Linea Pelle, Milano Unica, Como Crea, and Première Vision, the bookstore has earned a reputation as an industry staple. “These fairs allow us to meet our clients in person, showcase our collection, and secure direct sales while expanding our network within the international fashion community,” Ricci states.
In Florence, Fashion Room frequently hosts events tied to new publication releases and industry trends. Events range from book presentations and author talks to themed gatherings during renowned fashion events like Pitti Filati and emerging festivals such as Taste and Fragranze. These curated events provide a platform for publishers and authors to introduce their latest works in a vibrant atmosphere reflective of Florence’s dynamic fashion scene.
The Prato location is specifically designed for fashion industry professionals. It regularly hosts presentations on market trends and new book launches, featuring both Italian and international speakers as well as researchers who currently offer online trend immersions. “We organize at least two events per year in Prato to target the numerous textile companies in the area,” Ricci explains.
Promotional events and sustainability at Fashion Room
Fashion Room organizes its promotional events in-house, sometimes in collaboration with partners across Europe. The bookstore works closely with schools like Polimoda, Marangoni, Lab Academy, and Accademia della Moda, offering lessons and interactive events. Workshops on color theory, developed in partnership with Pantone, not only educate visitors on the influence of color in fashion but also underscore contemporary market trends.
Staying up-to-date with current issues such as climate change and sustainability, Fashion Room stocks titles that reflect these critical topics. The bookstore collaborates with researchers who have been studying sustainable practices for over a decade. This careful monitoring ensures that the store features independent magazines, limited-edition releases, and niche materials—often produced using eco-friendly methods like recycled paper and eco-friendly ink—that are not typically available on major platforms like Amazon.
Fashion Room
Via Il Prato, 7/R, 50132 Florence
