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ARE YOU A SHAM?Are you a sham? This is the provocative question of a collection that, by itself, wants to tease. What is really sham? The filtered photos from instagram? The idyllic landscapes videos that invade the reels? What's behind the incredibly white smiles, the perfectly coordinated outfitsshowing off the latest trends from the most iconic brands?

SHAM

Sham, plays with this antagonism of what we are and what we want to look like. It is a collection that celebrates reality, without filters, with strong, impactful colours, contrasted with delicate details that form truly surprising sets, perfect for the Friendly Fire Woman who doesn't use curtains to hide what she is: absolutely eccentric, dynamic, incredible in its fragility and perfect in its imperfections. A collection that marks a strong position, without masks, without fear of showing what it is. An unfiltered, unscripted collection for a season thatpromises to be hot, intense and memorable!

SPRING / SUMMER '23

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Japanese term meaning "the real place". Go to the workplace and observe what happens in loco. In manufacturing, GEMBA means shop floor. The GEMBA Collection is an experience that takes us to the root of it all. Of us as creators and creatives and of our art as a product born from hands with wisdom. A journey through the dichotomy between the beautiful and the mechanical, the glamor and chaos of creation, the delicacy of forms and the rigidity of the industrial. It is an ode to the origins, to what defines us.

GEMBA

GEMBA is a surprising, visceral and disruptive collection, which presents the icons of Friendly Fire in a way never seen before, unusual and irresistible, in a mutation that takes us to a world of new trends, new textures and shapes, where femininity continues to be the greatest source of inspiration.More than a fashionista collection, GEMBA is a diversion collection. Deviation from the conventional. What is already done. &nbsp;Gemba is to be pure. Real. Original.

Let's get out of the box! Let's release our essence and assume our freedom, without fears and without restrictions! It's time to let go of what's in our soul, facing the world head on and assuming our happiness, without strings attached, in a genuine and exciting way!Let's dress in light and party, because the gray days are long gone!Let's drop kisses and hugs, dance like there's no tomorrow and live passionately. Fill the world with animation and turn it into our own private stage!

UNLEASH

UNLEASH is a release collection. Release of guarded feelings, repressed will and renewal. A set of pieces that exalt women in all their fullness, daring, full of life and feminine, designed to accompany days that want to be festive and without strings attached, constraints and prohibitions. A collection that brings together different textures and fabrics, with stones that enhance the beauty of those who wear them and unusual details that make each pair an object of pure desire!Let's release the sun, dance, sound and hugs! Let's let go of friendship, nights out and adventures without thinking about tomorrow! Let's release conversations and secrets told by ear in an eternal sunset!&nbsp;Break loose and take on your own Friendly Fire world!

SPRING / SUMMER '22

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Let's get out of the box! Let's release our essence and assume our freedom, without fears and without restrictions! It's time to pour out what's in our soul, facing the world head on and assuming our happiness, without strings, in a genuine and exciting way!Let's dress up in light and party, because the gray days are long gone!&nbsp;Let's release kisses and hugs, dance like there's no tomorrow and live passionately. Fill the world with animation and turn it into our private stage!

UNLEASH COLLECTION

UNLEASH is a release collection. Release of guarded feelings, repressed will and renewal. A set of pieces that exalt women in all their fullness, daring, full of life and feminine, designed to accompany days that want to party and without strings, constraints and prohibitions. A collection that brings together different textures and fabrics, with stones that enhance the beauty of those who wear them and unusual details that make each pair an object of pure desire!&nbsp;Let's release the sun, dance, sound and hugs! Let's release friendship, nights out and adventures without thinking about tomorrow! Let's release the conversations and secrets told in the ear in an eternal sunset!&nbsp;Let go and take on your own Friendly Fire world!

SPRING/SUMMER'22 LOOKBOOK

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Happy Girl is a collection that breaks conventions and inspires us to build our own style. Iris Apfel, Gala Gonzalez, Alexa Chung, Sophia Amoruso and Lily-Rose Depp are this season's muses and say no to the rules! They challenge us to express our individuality. With a unique sense of humor, they play with color, have fun with textures and are not afraid to risk new combinations.For Spring-Summer 2016, Friendly Fire presents a proposal inspired by the intuition and irreverence of these five style references. Built through the combination of different materials and a palette of warm and intense colors, the Happy Girl collection proposes a charismatic and electrifying product.

HAPPY GIRL COLLECTION

SPRING SUMMER '16

Subtotal

Archive

Editorials

SPRING / SUMMER '23

SHAM

GEMBA

SPRING / SUMMER '22

UNLEASH

SPRING/SUMMER'22 LOOKBOOK

UNLEASH COLLECTION

SPRING SUMMER '16

HAPPY GIRL COLLECTION

AUTUMN WINTER '16/17

IT GIRL COLLECTION

SPRING SUMMER '17

BOTHANIC HOT COLLECTION

AUTUMN WINTER '17/18

PENÉLOPE COLLECTION

SPRING SUMMER '18

GALACTIC COLLECTION

AUTUMN WINTER '18/19

MECHANICAL DOLL COLLECTION

SPRING SUMMER '21

DUST COLLECTION

SPRING SUMMER '19

CLASH COLLECTION

AUTUMN WINTER '19/20

BEAUTIFUL CHAOS COLLECTION

AUTUMN WINTER '20/21

Eternal Collection

SPRING SUMMER '20

UTOPIA COLLECTION

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