Cult brand Fiorucci has relaunched, after shutting its doors in 1989. Now armed with a new campaign featuring model Georgia May Jagger and a three-storied shop in London's Soho, Fiorucci hopes to reclaim its former fame.
Cult brand Fiorucci has relaunched, after shutting its doors in 1989. Now armed with a new campaign featuring model Georgia May Jagger and a three-storied shop in London's Soho, Fiorucci hopes to reclaim its former fame.
Courtesy Fiorucci
Firoucci played with classic iconography and manipulated it slightly. Like these remodeled Raphael cherubs.
Firoucci played with classic iconography and manipulated it slightly. Like these remodeled Raphael cherubs.
Courtesy Fiorucci
The couple behind British brand Knickerbox are responsible for the relaunch of the brand and on buying it discovered a treasure trove of unseen designs and prints.
The couple behind British brand Knickerbox are responsible for the relaunch of the brand and on buying it discovered a treasure trove of unseen designs and prints.
Courtesy Fiorucci
In their heyday in the 1970s and 1980s Fiorucci ad campaigns were infamous for their witty and innovative graphics.
In their heyday in the 1970s and 1980s Fiorucci ad campaigns were infamous for their witty and innovative graphics.
Courtesy Fiorucci
One half of the new owners, Janie Schaffer, said of their new business venture: "If somebody asked Stephen (her partner) at the start of our careers if there was any brand on earth we'd like to own it would be Fiorucci."
One half of the new owners, Janie Schaffer, said of their new business venture: "If somebody asked Stephen (her partner) at the start of our careers if there was any brand on earth we'd like to own it would be Fiorucci."
Courtesy Fiorucci
From badges and patches to a sticker book (pictured), the brand did it all.
From badges and patches to a sticker book (pictured), the brand did it all.
Courtesy Fiorucci
Fiorucci was credited as the brand that introduced stretch to denim and subsequently the skinny jean.
Fiorucci was credited as the brand that introduced stretch to denim and subsequently the skinny jean.
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For those who saw Fiorucci at its peak, the brand seemed to embody the attitude and aesthetics of the era, a rare kind of fashion house at the time - enamored with disco, dancing, nightclubs, shiny fabrics and bright colors.
For those who saw Fiorucci at its peak, the brand seemed to embody the attitude and aesthetics of the era, a rare kind of fashion house at the time - enamored with disco, dancing, nightclubs, shiny fabrics and bright colors.
Courtesy Fiorucci
The famous Fiorucci store in Amsterdam that also had a cafe inside of it. This has offered up lashings of inspiration for the new London store that recently opened. The cafe was inspired by the New York store as Andy Warhol used to spend his days drinking espresso and using the store as his office hence it was called the daytime Studio 54.
The famous Fiorucci store in Amsterdam that also had a cafe inside of it. This has offered up lashings of inspiration for the new London store that recently opened. The cafe was inspired by the New York store as Andy Warhol used to spend his days drinking espresso and using the store as his office hence it was called the daytime Studio 54.
Courtesy Fiorucci
"Just the name Fiorucci sounded exotic and fabulous." said choreographer Les Child, "It was very colorful, very wearable, very young."
"Just the name Fiorucci sounded exotic and fabulous." said choreographer Les Child, "It was very colorful, very wearable, very young."
Courtesy Fiorucci
They were popular with celebrities like Marc Jacobs and Cher. Here model Jil Hamilton models one of their jumpsuits.
They were popular with celebrities like Marc Jacobs and Cher. Here model Jil Hamilton models one of their jumpsuits.
Courtesy Fiorucci/ Bruno Benini
While singer Rod Stewart gets familiar with the classic Fiorucci vest pictured by David Montgomary in 1975.
While singer Rod Stewart gets familiar with the classic Fiorucci vest pictured by David Montgomary in 1975.
Courtesy Fiorucci
Flash forward and the child of Studio 54's most famous twosome Jerry Hall and Mick Jagger is now the face of the label that used to be dubbed "daytime studio 54."
Flash forward and the child of Studio 54's most famous twosome Jerry Hall and Mick Jagger is now the face of the label that used to be dubbed "daytime studio 54."
Courtesy Fiorucci
They collaborated with a multitude of artists. Here Keith Haring customizes the Milan San Babila store. <br />
They collaborated with a multitude of artists. Here Keith Haring customizes the Milan San Babila store.
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Haring being photographed in the Milan store in front of some of his work that featured on the walls.
Haring being photographed in the Milan store in front of some of his work that featured on the walls.
Courtesy Fiorucci
Majorette display in Fiorucci New York - the tins and suitcases in the bottom left of the image were a huge part of the Fiorucci principle to package t-shirts.
Majorette display in Fiorucci New York - the tins and suitcases in the bottom left of the image were a huge part of the Fiorucci principle to package t-shirts.
Courtesy Fiorucci
The man himself Elio Fiorucci cutting a cake in his store in Amsterdam.
The man himself Elio Fiorucci cutting a cake in his store in Amsterdam.
Courtesy Fiorucci
Art and the stores aesthetic played a huge part in the brand's overall success. Here a sailor and a cowgirl neon that featured in the Fiorucci Amsterdam store where it was situated above the cocktail bar:
Art and the stores aesthetic played a huge part in the brand's overall success. Here a sailor and a cowgirl neon that featured in the Fiorucci Amsterdam store where it was situated above the cocktail bar:
Courtesy Fiorucci