By Taisia Dana. Photos by Shirin Kriklava.

In Florence, it’s normal to get lost in the city’s beauty and be mesmerised by its history. But there are also many unique places to discover for shopping. BJØRK Store is a boutique shop located in the heart of the city that caters to true fashion enthusiasts. Here, you can find cool outfits and an incredible selection of international fashion and niche magazines. 
Filippo Anzalone, an Istituto Marangoni graduate, has curated this unique fusion of fashion and reading material. Driven by a passion for editorial and a gap in Florence’s market, Filippo created BJØRK Florence – a haven for contemporary brands and hard-to-find publications. 

Join us on a journey to explore the diverse threads of style, where BJØRK Florence is more than a store—it’s the place that celebrates Filippo’s innovative vision, his passion for sustainability, and his commitment to reshaping the fashion narrative. From curating niche magazines to balancing sustainability and style, Filippo Anzalone shared the insights that have shaped his unique perspective in the world of fashion.

What inspired you to create a concept store, and how has your background at Istituto Marangoni London influenced it? 

I opened BJØRK 10 years ago. I had a background in art direction and styling, and I was always interested in editorial work. I noticed there was a lack of places in Florence where people could find niche magazines and contemporary niche brands at the same time, initially focusing on Scandinavian ones but later expanding to include brands from all over the world. So, I decided to create a space where both worlds could come together. 
Starting a career in art direction provides a broad perspective on directing. Unlike a fashion designer who focuses solely on garments or a business-oriented professional who deals only with numbers, fashion direction encompasses various fields. Art direction, in particular, has given me a diverse background and experience across multiple domains. 

Creating a successful retail space requires an open mindset, considering numerous aspects and adopting a business-oriented approach. This mindset has been particularly beneficial in my journey of opening and managing a store. I oversee everything within the store, from selecting the music to supervising the craftsmanship. This comprehensive approach, honed through years of involvement in interior design, has greatly contributed to the success of the store. 

How do you choose the niche magazines that resonate with your customers, and what’s the most exclusive magazine featured in BJØRK Florence? 

By diversifying your choices, you can avoid running out of options. I apply the same principle when selecting magazines, opting for niche publications over mainstream ones, so they’re all different.
My favourite has always been Dazed and Confused. While studying in London, it served as a milestone in terms of styling and fashion references. I considered it the quintessential London magazine at the time. Additionally, I explored numerous niche publications, and I stumbled upon very rare magazines about cats or food. I’ve always preferred seeking out these niche and rare issues rather than opting for content readily available in mainstream publications. 

What is your approach when it comes to buying? 

I try to be as timeless as I can in terms of quality but also design and style. This means you will rarely find pieces that are very bold or extravagant. I lean towards contemporary minimalism. While it doesn’t have to be boring, I prefer purchasing pieces that will still be relevant and wearable even after 10 years. So you will rarely find prints, logos or stuff that is so trendy now that maybe in five years, you’ll be like, “why would I wear this?”

As a fashion school grad, which lesson has had the greatest influence on the way you curate your store? 

I have a background in both art direction and graphic design, which has been extremely beneficial for me when it comes to branding. It allows me to visualise a brand’s image in my mind and create logos and graphics for the store. While I don’t actively engage in styling, it still plays a role in influencing my decisions during the buying process.

Describe your style and what inspires your fashion choices.

Now, since I have to be in the store, I try to be as comfortable as possible but not so much that I look slouchy or lazy; let’s say I go for an understated, contemporary look. In London, it was crazy; I used to wear furs, hats, and tartan jackets and was more flamboyant than I am now. Because I also play football, I can’t look too crazy when I go to practice, or my teammates will tease me. When I travel to Paris or Milan for work, I dress up a little bit more to fit in with the location, but when I’m here in Florence, I prefer to keep it quite simple and subtle. 

How do you prioritise sustainability in your store, and why is it crucial in 2024? 

I try to get natural fibres and work primarily with organic fabrics. Some brands use dead stock, which is quite interesting. However, I’m not entirely sure what makes a store sustainable because many still use plastic or produce new fabrics for collections, indicating not everything is derived from dead stock or upcycled materials. In my purchasing decisions, I prioritise sustainability. For example, if there’s a sustainable piece priced at 90 euros and a cheaper, non-sustainable version, I lean towards the sustainable option despite the higher cost. I mean, it’s very important, but at the same time, sustainability falls under consumerism and capitalism. I think the first step should be taken by the final customers, putting pressure on the brands by buying less but better quality products.

What tips would you give to fashion students who have just started their journey? 

Being fashionable requires keeping up with a continuous stream of information. Don’t get either too focused on something or too broad because you’re always going to end up feeling a bit lost. The goal should be to not just stay on trend but on point. In terms of lifestyle, keep your mind open to everything happening in the world. Stay informed and influenced by current events, including news and politics. I believe fashion is now more connected to culture and society and less about class and artistic expression. Therefore, it’s crucial to be aware of global happenings and apply worldly insights to the fashion world.