The importance of Fiorucci From the pop and colored revolution of Elio Fiorucci to the return for the Millenials
Before Colette, Nous, 10 Corso Como, Barber & Parlor and Club Monaco, in short, before the concept stores as we know them today, Fiorucci was in Milan. Not just a shop, but a pop paradise made of a thousand different objects from all over the world. A technicolor invasion carried out by a forward-looking Italian, Elio Fiorucci, the first cool hunter in the history of fashion with its mix of angels, "safety jeans", leopard pants, T-shirts with hearts, Minnie and Mickey Mouse, transparent raincoats, vintage, golden Texan boots and much more.
He has influenced, in a more or less overbearing fashion, legendary designers like Jean Paul Gaultier, Marc Jacobs, John Galliano and Valentino (remember the 2016 pre-fall collection?) As well as emerging talents like Charles Jeffrey, Ashley Williams and Matty Bovan. He has conquered common people, legendary artists like Warhol, Haring, Maripol, Madonna and still today fascinates it-girls like the sisters Hadid and Winnie Harlow.
After a long period of oblivion, Fiorucci's vibrant world is about to become the protagonist of contemporary fashion and, during the next MFW, will open a pop store and launch the SS19 collection at WHITE in Milan.
Elio and the store
Cosa brings together Gigi and Bella Hadid, Chloe Sevigny, Adwoa Aboah and Siobhan Bell? The passion for the t-shirt with angels. Instagram, the nostalgia effect and the sudden passion of Millenials are about to give new life to the brand.
After a tremendous success lasted about thirty years, in the 90s Elio Fiorucci, mainly due to poor financial management, he was forced to sell the business to the Japanese group, Edwin International, which however kept the company on standby, engaged in a case against the same Elio, accused of counterfeiting the brands and unfair competition for having used the patronymic "Fiorucci" in his collaboration as, for example, "Love Therapy By Elio Fiorucci".
The real revival of the brand is the work of the new owners, the British Janie and Stephen Schaffer, who, with an intelligent communication strategy, have made the desire to live the Fiorucci world come back. The ingredients? Keeping the spirit unconventional, optimistic and entertaining original and, above all, the idea of accessible fashion, for everyone, far from the elitism of luxury brands; but also mixing iconic pieces, graphics and archival content, recalling in the new ad with Georgia May Jagger the same poses of the mother in an old image for Fiorucci, with more fresh and contemporary elements.
First there was the opening of an IG account, full of images taken from the extraordinary graphic archives of the brand; then the publication of the must-have book, the revival of e-commerce and the opening of a pop-up store in London, from Selfridges, then became a real new Flagship store in Soho where to go shopping and taste pink cappuccinos or taste cupcake from Fioruccino, the bar run by Palm Vaults.
Now it's time to return home. The Maison symbol of the 90s, in fact, will take part in the next Milan Fashion Week and for the occasion will present the new collection for SS19 from WHITE, at the Superstudio Più in Tortona 27; while in a pop-up store in the new location in Tortona 31 Archiproducts, the FW18 collection will be sold that has combined iconic patterns such as angels and stripes, bright colors and key pieces, such as denim jackets, hooded sweatshirts and tees, to materials more sustainable and contemporary attitude.
We can not wait to see what the future holds for the "champion of democratic fashion" brand, famous all over the world for its pop, ironic, unique style and you?
