BIFFI presents State Of Mind “THE SEPTEMBER ISSUE”

Biffi Boutiques and Hearst Italia present the new edition of State of Mind: seven publications, seven showcases, seven interpretations of the editorial imagination, in collaboration with NABA, Nuova Accademia di Belle Arti.

On the occasion of Milan Fashion Week, Biffi Boutiques and Hearst Italia, in collaboration with NABA, Nuova Accademia di Belle Arti present State of Mind – The September Issue, the fourth edition of the project that brings the contemporary imagination of fashion and publishing to the space of the Corso Genova boutique.

State of Mind was born from a specific vision: to describe fashion as a cultural experience, capable of going beyond the product and creating connections with other contemporary languages. A project rooted in Milan’s cultural aptitude: research, measurement, curiosity, and attention to detail, values that have always defined Biffi Boutiques’ identity.

Since its inception, State of Mind has transformed Biffi’s storefronts into a narrative device, a space where fashion, culture, and creativity enter into dialogue through installations capable of constructing a shared imagination. In previous editions, the project explored Milan through its places, its architecture and its atmospheres, transforming them into scenography capable of describing a city not only as a physical space, but as an expression of a style, a way of living and looking at the world.

After exploring Milan through its places and its identity, State of Mind evolves, finding a new space for storytelling in the editorial imagination.

With State of Mind The September Issue, the project opens a new chapter through its collaboration with Hearst Italia, involving seven of its brands: Harper’s Bazaar, Elle, Marie Claire, Elle Decor, Esquire, About and Cosmopolitan.

Magazine covers become the starting point of a new narrative: they leave the page to enter the physical space of shop windows, transforming into three-dimensional installations capable of connecting publishing, fashion, and visual storytelling. The project thus explores the concept of inside–outside: what was born as an editorial image takes shape in the space through sets, styling, and product, and the showcase becomes the meeting point between inside and outside, between the world of the boutique and the public’s gaze.

This fourth edition confirms State of Mind’s vocation to create connections between different worlds, transforming the Biffi Milano space into a place of research and experimentation where images, fashion and culture meet.

The project is also enriched by the collaboration with NABA, New Academy of Fine Arts. Through an open call dedicated to its best Seven talents were selected to develop the installation styling in dialogue with Biffi’s creative vision: Aysel Ballikaya, Maria Andrea Diaz Huerta, Laura Burgio, Nicolò Sbaragli, Davide Porro, Chiara Polito, Saverio Valentini, students of the Academy’s Trienni in Fashion Design, Fashion Marketing Management, and Design. An involvement that stems from the desire to support emerging talent and create a concrete comparison between training, research, and the professional world.
The selected students received, along with the cover, the moodboard and a brief of the entire creative journey that led to its creation: the concept, the character, the looks, the setting, the photographer, the styling. Starting from this universe, their goal is to develop their own reading and transform it into an installation that dialogues with the cover, amplifies its story, and brings it into the three-dimensional world, using the brand mix made available by Biffi Boutiques. Students thus have the opportunity to work and communicate with publishers, brands, photographers, stylists, creative directors, marketing and product, merchandisers and buyers, coming into contact with the different roles that build a project. Training comes to life, goes from school to project, meets professionals and gets to the street and its audience.

A true meeting point between publishing culture, fashion, design, education, and the streets: seven stories, seven interpretations, and seven young talents who have the opportunity to bring their vision to the city, which will become an international stage from September 22nd to 28th.

State of Mind thus continues its journey as an open and multidisciplinary project, capable of evolving with each edition while maintaining the same goal: transforming fashion into a narrative language and space into a place where ideas, images, and creativity can take shape.

Completing the project will be Edicola Hearst by NABA, a corner window designed as a contemporary newsstand, where magazines, products, and images engage directly with the city.