Major news

Daniel W. Fletcher is appointed Menswear Artistic Director at Fiorucci
Fashion | 17 December 2019

Fiorruci Campaign

Big news: British designer Daniel W. Fletcher has been appointed the Menswear Artistic Director at cult Italian brand Fiorucci.



Effective immediately, this move sees the young Uk designer take the reins at one of fashion’s most iconic and recognisable brands (you see two cherubs, you know the name). Founded by Elio Fiorucci in 1967, the Milan-based brand attained cult status in 70s and 80s New York City. Coveted by the era’s biggest stars – think Madonna, Grace Jones and Brooke Shields – the label’s skin-tight denim, scant underwear, irreverent imagery and animal-print patterns offered an ideal uniform for the disco scene that was lighting up dance floors across the city.

While established in Italy, the real epicenter of Fiorucci’s brand was its New York store at 125 East 59th Street. Dubbed the “daytime Studio 54”, the space attracted some of the era’s most glamorous and creative names, from Andy Warhol to Elizabeth Taylor. With drag queen Joey Arias behind the till and Jackie Onassis perusing the rails, the store came to represent an aesthetic and atmosphere specific to that cultural epoch.


Fletcher’s appointment further emphasises the designer’s own swift rise as one of the UK’s most exciting talents. Having established his namesake brand in 2015, the CSM alumni has become synonymous with a unique approach to British tailoring, graphic prints and an innate ability to tap into the arts and current affairs; therefore this meeting of minds is set to be a fascinating blend of cultures and eras with exciting results.

Inspired by imagery from the Fiorucci’s rich and diverse archive, Fletcher is set to present the brand’s debut menswear offering during London Fashion Men’s FW20 season in January 2020.

“It’s a great honour to have been asked to lead the new agenda of menswear for the iconic Fiorucci brand. I’m very much looking forward to bringing back the components of culture and design that put the brand on the map in the sixties,” says Fletcher. “Fiorruci’s extensive archive is something I could only have dreamt of since I first discovered it in the library of Central Saint Martins. I thank Janie and Stephen, founders of Fiorucci for this opportunity and very much looking forward to working with them.”

“We are delighted to welcome Daniel to Fiorucci,” replies Simon Backhouse, Fiorucci CEO of the appointment. “Our ability to attract an individual of Daniel’s calibre is a real testament to the strength of the brand and our ambitions for growth.”

Daniel W. Fletcher will show his debut Fioucci menswear collection during LFWM on Saturday 4th January 2020 – stay tuned.


Read Next