About Fiorucci, a rebirth and the history of a brand

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By now everyone knows, is no longer a secret. 2017 is the year of Fiorucci’s return. Perhaps the word “return” is reductive, we should talk about “rebirth” because it is so that they see it in the famous fashion label. To the point that, on 16 September there was a real Resurrection Party in Italian style, arranged for guests and celeb in the middle of London Fashion Week with the opening of a store in Soho, on the corner of Brewer and Great Windmill Street.

For CEO Janie Schaffer, owner of the Italian brand since 2015: “This is a creative and versatile space with movable furniture, perfect for organizing exhibitions, events and Fiorucci style parties”. In fact, it is a fiorucci-style futuristic shop, a 500-square-foot palace, once home to a Victorian chocolate factory. Two floors entirely dedicated to the new Flagship store where, besides the collections of women, men, denim and accessories, there are gift items and home designs, posters, stickers and the Fiorucci volume. The planes are connected by a huge spiral staircase decorated by a floral installation of Pulbrook and Gould. In the basement there is the showroom and the press office. Obviously he could not miss a customization area, which produces jeans customized and personalized, embroidered, screen printed or decorated with original images from the fabulous Fiorucci graphic archive.
In the London store you can enjoy pink cappuccinos or sample cupcakes from Fioruccino, the bar operated by Palm Vaults; while in the cocktail bar and in the lounge on the first floor you can attend music and fashion events each week, just as it happened in those fabulous years at the Fiorucci stores.

A revival that does not forget the past of the fashion house, in fact enhances its old splendor through the volume Fiorucci, which in Italy goes on sale on September 23 just 10 Corso Como in Milan. Edited by Rizzoli, the book celebrates the 50th anniversary of the brand and collects the contributions of all those who crossed the New York store, from a young Marc Jacobs to Sofia Coppola between the 70s and 80s.
Everything started when Elio Fiorucci began exporting London’s Swinging Sixties aesthetics to Italian customers in 1967. By the mid-1970s, Fiorucci was a global business with stores in Milan, London and New York, selling everything from PVC jerseys in graphic t-shirts and leopard prints or glitter. There were also the seminal posters, the stickers and the goods that, from there, would become collectibles.
The story of the Fiorucci label is practically woven into the pop culture tapestry. Remembered as the “daytime study 54.” So much so that the same Andy Warhol founded Interview magazine in the Fiorucci store on Lexington Avenue in New York. Madonna, just 16 years, has held her first own concert in the store in New York where Jackie O and Elizabeth Taylor were knocking on coffee and Truman Capote signed his books.
Boys likes of Klaus Nomi and Joey Arias were part of Fiorucci staff. They sold jeans painted by Jean-Michel Basquiat and Keith Haring. Marc Jacobs met Calvin Klein here when he was just a teenager. His influence was felt in the work of old guard watchmen such as Jean Paul Gaultier, Marc Jacobs, John Galliano and Isaac Mizrahi, as well as emerging talents such as Charles Jeffrey, Ashley Williams and Matty Bovan.

In the new Rizzoli book dedicated to the brand, Sofia Coppola wrote that there was “nothing more exciting and glamorous”. Today the idea of glamor has changed, but the Fiorucci brand seems more and more current. Perhaps this is the right time for a resumption. It will please the old fans Fiorucci and Millennials obsessed with nostalgia, for which Fiorucci is simply the fashion legend.

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