Fiorucci recounted an era with its conception of fashion that has become iconic
The famous little angels, the colors, the shops that were not just a place to buy clothes, but real haunts: Fiorucci told of an era, indeed perhaps it also shaped it a bit, and in the seventies – eighties it been a must have brand. Fiorucci still shines today, with a shop in London.
They say Fiorucci, they read angels: the symbol of the fashion house, which over the years has become a real element to show off on t-shirts, hats, accessories. A brand that also becomes an emblem of its founder's idea of fashion, made of lightness and beauty.
Fashion flows in the blood of the Fiorucci family, Elio started living this world from a young age, first collaborating with his father and then with his own business. In 1970 he started his production of clothes, especially jeans. And precisely with regard to his iconic trousers, which accompany the female figure, it is said that the idea was born when the designer saw a group of women wearing jeans come out of the water. For all Elio Fiorucci was the stylist who told the story of pop fashion.
Fiorucci has given birth to a new idea of a shop: no longer just as a place to buy clothes, but a space where you can meet, get to know and admire other things: furniture, gadgets, artists. Its stores were places of meeting, exchange and culture.
Over the years Fiorucci has also been a brand loved by VIPs, including artists in this term. First of all Andy Warhol who frequented the shop in New York, and then Madonna who, still little known, performed at a party for the 15th anniversary. Without forgetting the artist Keith Haring who had decorated the walls of the Milanese shop. Among other Fiorucci admirers also Bianca Jagger and Grace Jones.
The life of the brand
After a period of incredible success, in the late eighties the company experienced a period of financial difficulty. It was first taken over by the Tacchella brothers of Carrera Jeans and then by the Japanese company Edwin International. Elio Fiorucci continued to curate the brand line and also giving life to new ideas. After a new change of ownership in 2014 and then the designer's death in 2015 at the age of 80, Fiorucci was acquired by a new company, which relaunched the brand in 2017 and opened a store in London.
Caro Elio is the book that tells about the designer and his conception of fashion, edited by Franco Marabelli and published for Rizzoli, and Fiorucci was also one of the protagonists of the latest episode of the Made in Italy series. Evidence of its greatness, because Fiorucci was the symbol of an era, its change and its culture.
Tag: Fashion Curiosity