California Dreamin’

Daniel w. Fletcher takes Fiorucci on a desert trip to 70s California
By Bailey Slater | Fashion | 5 April 2022

It was a beautiful hand-painted sign that inspired Daniel w. Fletcher‘s latest collection for Fiorucci. Simply reading ‘Love Earth & Nature’, the designer’s SS22 offering is a well-dressed testament to the Italian brand’s hedonistic past that does well to incorporate the eco-conscious ethos of its namesake and founder, Elio Fiorucci.

“The archive is full of artworks dedicated to the planet, reflecting Elio’s passion for protecting it. It’s been something that has inspired me since my appointment at the brand and has always been at the forefront of my mind,” says Fletcher, who was appointed as creative director at the end of 2019. “Right now, that message feels more important than ever and this season that connection is rooted in the Californian desert where we came together to shoot the campaign.”

Taking us all the way back to the sun-kissed seventies with bright blue skies and louche silhouettes, Fletcher gives into the serene, cosmic pull of the Los Angeles desert (specifically, Joshua Tree) in an array of blissful prints and lurid knits. With plenty of skin on show, faded denim gets the logomania treatment, while shirts return to loose, silky form to expose chests behind hazy archive imagery. Shades of red and bright orange pop from gappy-jumpers, cycling shorts, slip dresses and leather halters, and bandanas in mouthwatering lime green tie elegantly around the waist – so the carefree beachgoer doesn’t go totally starkers.


To commemorate the launch, Fletcher has even ushered in the brand’s return to the City Of Angels with a sprawling pop-up at Fred Segal’s iconic Sunset Boulevard flagship. Drawing on the city’s lengthy history with the brand, the pair have created an in-store installation that’ll run from until April 30th, ushering in the area’s high-profile festival season; the Angel way. 

Shop Fiorucci’s vivid SS22 collection here

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