Fiorucci

SUMMARY

Fiorucci is an iconic Italian fashion brand founded in 1967 by Elio Fiorucci. Celebrated for its vibrant designs, pop culture aesthetics, and youthful energy, the brand emerged as a pioneer of ‘Italian Chic’ in the 1970s and 1980s, drawing inspiration from art, music, and the vibrant streets of its time. Known for its denim, colourful prints, and playful motifs, Fiorucci has cultivated a devoted following and has become synonymous with a fun, carefree style that resonates with generations of fashion enthusiasts.

HISTORY

Italian label Fiorucci, founded by Elio Fiorucci in 1967, exposed Milan to British and American classics. By the 1970s, the direction of stylistic influence reversed, and its store in New York became famous for the foreign fashions it introduced to the United States. Known as the “daytime Studio 54”, it attracted trendsetters from Andy Warhol to Madonna.

As a leader in the globalisation of fashion, Fiorucci scoured the world for trends, introducing the mass market to thongs from Brazil and Afghan coats. The label popularised camouflage and leopard-skin prints before the invention of stretch jeans.

However, the brand was marred by legal battles over trademarks and several relaunches failed to make an impact. A month after it was sold to Janie and Stephen Schaffer, Elio Fiorucci was found dead in his Milan home on 20 July 2015, at 80. A destination store opened in London’s Soho in September 2017, where Cher rubbed shoulders with Jackie Onassis, Calvin Klein and Gloria Vanderbilt.

Meanwhile, the brand continued to bring new products including velvet slippers from China and a collection made from DuPont Tyvek fabric. Shortly, it launched the first stretch jeans with Lycra, and the 5-pocket “Safety” jeans in partnership with Wrangler Jeans. In 1987, Fiorucci produced the Junior Gaultier line designed by Jean-Paul Gaultier, and in 1989, they made a deal with Vivienne Westwood.

In 1981, Benetton bought Montedison’s 50 percent stake in Fiorucci, which was reduced to 33.3 percent in 1986 when Elio Fiorucci brought in Iranian businessman Massimo Aki Nuhi as a third partner. Benetton sold their remaining stake to Fiorucci and Aki Nuhi in 1987.

The New York store closed in 1986, and the rest of the US retail locations in 1988, after a franchise dispute. The company went into administration in April 1989. Fiorucci was rescued by the Tacchella brothers of Carrera S.p.A., who sold the company to Japanese group Edwin Co., Ltd. One of Edwin’s first acts was a deal with Coles Myer that would see 68 Fiorucci concessions in stores across Australia and a new store in Milan in 1993.

Meanwhile, the brand continued to thrive in Europe, and regained its notoriety in 1995 with a provocative campaign. In 2015, the luxury brand was sold to Janie Schaffer, ex-CEO of Victoria’s Secret, and her former husband Stephen. Their plans to relaunch Fiorucci began in 2017 with pop-up shops in Barneys New York, and Selfridges and Harrods in London.

VISION

Elio Fiorucci founded the luxury fashion brand with a vision to retail the newest trends emerging from urban environments, behaviours, and cultural influences. He invested in a network of ‘trend hunters’, covering their global travels to observe how people lived and dressed. These travels brought a wealth of inspiration to Milan, where Fiorucci translated their observations into cutting-edge designs that captured a global zeitgeist.

Another aspect of Fiorucci’s vision was to blur the lines between art and fashion, making the brand a canvas for artistic expression. Elio’s desire to collaborate with artists laid the groundwork for a legacy rooted in cultural dialogue. The playful motifs and vibrant designs that Fiorucci is known for became a means for consumers to share their identities and interact with the world around them.

MISSION STATEMENT

Fiorucci is dedicated to crafting fashion that embodies a spirit of joy and individuality. The brand prioritises sustainable practices while delivering high-quality products. Fiorucci’s commitment to ethical products action processes and eco-friendly materials underpins its mission to foster a responsible fashion industry. Fiorucci’s mission is also rooted in connecting with a global audience through inclusive and engaging fashion. The brand is dedicated to creating meaningful experiences for its customers by celebrating diversity, creativity, and a shared love for fashion, reinforcing its status as a cultural icon.

EXECUTIVE BOARD

• Alessandro Pisani – CEO
• Francesca Murri – Creative Director

PRODUCTS AND SERVICES

Fiorucci’s product portfolio is focused on trend-centric apparel and accessories. The brand is particularly recognised for its denim collections, which feature unique cuts, bold prints, and playful embellishments. Fiorucci also offers ready-to-wear collections that reflect contemporary trends while paying homage to its classic aesthetic. Signature motifs, such as the angels and heart graphics, frequently reappear in collections, bridging the gap between nostalgia and modern design. Fiorucci also offers fashion accessories, including bags, hats, and footwear.

AWARDS AND RECOGNITION

Fiorucci is recognised for its vibrant and playful aesthetic, combining bold colours and whimsical designs. The brand is particularly celebrated for its iconic denim collections, which feature unique cuts, striking patterns, and creative embellishments. With its distinctive angel logo and heart graphics, Fiorucci embodies a youthful spirit that encourages self-expression and individuality. In addition to its bold visual identity, Fiorucci is renowned for its cultural influence and collaborations with notable artists, such as Andy Warhol and Keith Haring. The brand has successfully navigated the complexities of modern fashion by embracing sustainability initiatives and ethical practices.