Francesca Ruffini and FRS – Luxury Pajamas Turned into Fashion

Published in Unique Estates Life Summer 2025

Francesca Ruffini and Her Brand FRS, the One That Dressed Us in Pajamas at Formal Events
Text by Kaya Yaneva | Photography by FRS

The abbreviation FRS, which sounds like a secret code, is in fact short for For Restless Sleepers. This is the original name of the luxury loungewear brand created by the wife of legendary Italian businessman Remo Ruffini, who revived Moncler and led it to the top. At the same time, it also stands for her full name – Francesca Ruffini Stopani. This dual meaning has provoked fashion magazines to search for the answer to the riddle of what FRS truly is – a question Francesca still avoids to this day.

Known in the Italian media as “Mrs. Delicacy” for her tendency to stay away from social events, Francesca made her first business step encouraged by her husband and their two sons. She presented her debut collection and launched her brand FRS in 2016. At that time, wearing luxury pajama-style clothing at social events was a specialty reserved only for American painter and filmmaker Julian Schnabel. For him, pajamas symbolized not only freedom but also comfort and originality. Guided by the idea that homewear can be both comfortable and beautiful, Francesca initially designed garments for the home. After their sensational success, she expanded the concept with collections inspired by timeless Italian elegance and fabric quality. She won admiration from Vogue and W magazine, as well as applause from Anna Wintour herself. Emboldened, she launched a collaboration in 2021 with Turkish designer Umit Benan, which became a huge success for both. From a calm and privileged life in the family’s villa near Lake Como, Francesca embraced a new role – creative director of FRS and driver of the business. It was a challenging shift for her, as she had once promised to keep away from her father’s and later her husband’s finances. Fate, however, thought otherwise – and today she is a successful businesswoman.

“The secret of FRS’s success lies perhaps in my character, because the brand reflects everything I am. I am resilient and have always come out stronger from the difficult situations life has put me in. Persistence, curiosity, humility, and compassion helped me greatly and brought me closer to extraordinary people,” Ruffini shared in an interview with the Italian edition of Grazia.

The brand’s beginnings were modest – a limited collection made only for friends such as Giovanna Battaglia and Anna Dello Russo. It eventually appeared on Net-a-Porter, Bergdorf Goodman, and MyTheresa, thanks mostly to her friends in senior marketing positions who pushed her to showcase her creations instead of keeping them in her wardrobe or giving them away as birthday gifts. The brand’s unexpected popularity even surprised Francesca herself, who also heads the family’s foundation for art and philanthropy. “I’ve always had a tendency to care for others – it makes me feel good. The peace and happiness of my sons are my priority, and the beautiful relationships I share with them and their partners leave me speechless. My work is a dream I kept in my heart for many years, and philanthropy came later. I was inspired by Professor Umberto Veronesi – he opened a new world for me and gave my life deeper meaning. Even though I’m sometimes overwhelmed, I manage to cope, and that makes me very happy.”

As a businesswoman balancing many roles, Francesca begins her days with finesse. “As soon as I wake up, I spend at least half an hour in bed reading newspapers. I drink a large glass of celery juice, and after 20 minutes I have breakfast – a true ritual for me. I practice Pilates, and after a shower I take care of my skin – another essential ritual, as I hardly wear makeup and avoid unnatural interventions. I value a natural and well-maintained look. Every day I go to the office to manage all my activities, and my evenings are dedicated to reading and movies.”