Party animal

The return of cult Italian brand Fiorucci
Fashion | 22 March 2017

Top image: Fiorucci’s iconic cherubs. 

This spring, iconic Italian brand Fiorucci is making a return with an exclusive pop-up at London’s Selfridges. The space will offer a collection referencing archive pieces from the brand’s vibrant history, with motifs such as their Raphael-inspired-cherubs, vintage graphics and silhouettes revived from the brand’s impressive archive.

Rumours of a major relaunch have simmered ever since founder Elio Fiorucci sadly passed away in 2015 at the age of 80. Now, after The label was purchased by British duo Janie and Stephen Schaffer in 2015, Fiorucci is back and this newest chapter will see the brand open flagship stores in London, Milan, and Los Angeles, alongside a new global e-commerce website.


The label first rose to fame during the 70s when he set up shop in New York’s East Midtown. Sandwiched between the affluent Uptown neighbourhoods and the devastated Lower East Side, Elio introduced the brand to a city that was simultaneously in the midst of economic turmoil and a cultural explosion.With dwindling populations and shuttered businesses, the neighbouring Lower East Side was a no man’s land and consisted of little more than bombed out buildings and rubble-strewn lots. Amid the grit however, there was an invigorating nexus of music and art bubbling which gave birth to no wave, pop art and disco.

Window of the Fiorucci store, New York (1976) courtesy of Fiorucci

Elio fully embraced the creative revolutions taking place on his doorstep and transformed the store into a hub for the city’s hipsters. Inspired by the Studio 54 club scene, he created a party-like atmosphere in the store that attracted everyone from Madonna to Debbie Harry, Keith Haring and Andy Warhol – according to New York Times Marc Jacobs even skipped camp for an entire summer to hang out there and Cher would often stroll in to check out Elio’s latest skin-tight denim offering. During his heyday, the brand was referenced in Sister Sledge’s He’s The Greatest Dancer and Devine – the drag queen and cult hero from John Water’s acting troupe – fronted their provocative advertising campaigns.

Fiorruci Campaign

Fiorucci’s pop-up is now open at London’s Selfridges, 400 Oxford St, Marylebone, London W1A 1AB.

Fiorucci Selfridges pop-up


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