FIORUCCI
Style keywords
About the brand
Fiorucci is an iconic Italian fashion label founded by Elio Fiorucci in Milan in 1967, initially bringing Swinging London's rebellious youth culture to Italy before becoming a global fashion phenomenon. The brand revolutionized the industry by democratizing trends and introducing stretch jeans, while popularizing eclectic international styles from Brazilian thongs to Afghan coats and leopard prints. Fiorucci's legendary New York store, famously dubbed 'daytime Studio 54,' became a cultural epicenter attracting celebrities like Andy Warhol and Madonna, pioneering the modern concept store experience with music, art, and fashion coexisting under one roof. Known for provocative advertising campaigns featuring skin-tight denim and the iconic two-angel logo inspired by Raphael's cherubs, Fiorucci perfectly captured the disco era's hedonistic spirit through bold prints, innovative stretch denim, and playful designs. Despite facing bankruptcy in 1989, the brand's profound influence on fashion globalization and pop culture remains significant, with multiple relaunch attempts reflecting its enduring appeal as a symbol of youthful rebellion and creative expression.
