Everything you need to know about Fiorucci
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Each week, we look into an exciting and innovative label that is taking the fashion world by storm in our regular feature #TheBrand. This week, we’re turning the spotlight on recently relaunched Italian superbrand, Fiorucci.
Specialising in statement logos, edgy denim and nostalgic separates, there is little surprise that Fiorucci has already taken Instagram by storm. Here, we break down everything you need to know about the supermodel-approved label.
Origins
Fiorucci was initially launched in Milan back in 1967 by Elio Fiorucci, the son of a shoe shop owner who felt inspired when returning home from a trip to London's Carnaby Street. After finding fans in the likes of Madonna and Andy Warhol, the label quickly shot to worldwide fame and became the 'It' brand to be seen in.
From becoming a pop-culture institution in itself to inventing the first stretch denim, the label's influence cannot be exaggerated. And, 50 years after the first store opened, Fiorucci relaunched on London's Brewer Street last year, just a stone's throw from where its founder first found his inspiration.
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"We had always loved the brand, we had been huge fans for many years but Fiorucci had all but disappeared and we felt it deserved to revived," Janie and Stephen Schaffer told us on their decision buy the iconic brand and bring it back to life.
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Why is everyone talking about it?
When it comes to industry buzz, Fiorucci's relaunch has been incredibly successful. The brand has been worn by some of the world's most influential fashion faces – including Gigi Hadid, Hailey Baldwin, Claudia Schiffer, Martha Hunt, Adwoa Aboah, Kendall Jenner and Poppy Delevingne – and has garnered plenty of nostalgic attention on social media and around the store itself. Fiorucci is fast repeating its own success from half a century ago.
"When we bought the brand in 2015 the big question was, will this be a brand that resonates for today's millennials as it did back in the '70s and '80s? The interesting aspect has been the reaction from exactly the same-aged customer that would have been the target back then, it really is like history repeating itself. "
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"I think it goes back to authenticity and, over the last decade, with the rise of social media and brands heading online, there has become a fondness for labels that really stood for something, have a distinct point of view and capture the beauty of the past."
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What has been key to their success?
"I think Fiorucci has been able to resonate with so many people because millennials have a love of authenticity. What has been really interesting is that although young people do not necessarily remember the name Fiorucci, they do recognise some of the iconic logos and graphics.
"What has also been a huge generation change is that young customers today admire and seek out brands that their parents loved and wore. For Fiorucci this has been fantastic because people have such emotional and fond memories of the brand in the '70s and '80s."
The Schaffers also note how much social media has come to play a part in their revival, particularly as a tool to reach those who had never heard of the label.
"Social media has been hugely important because it is a great way to communicate with younger customers. We have been amazed by the response and continued love for the brand."
Key pieces?
If you want to tap into the logo nostalgia that the brand has become synonymous with, we suggest you snap up one of their supermodel-approved 'Angels' T-shirts. And, you just can't walk away from that store without a pair of Fiorucci's statement vinyl trousers.
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What's next?
"We have always been passionate about this brand and to see how much love was out there for a label that some people had never heard of makes us feel really proud," Schaffer tells us. "Our next store will open in New York at the beginning of 2019 and we are looking to open a store in Los Angeles and Milan thereafter. We will continue to build the brand digitally and are already seeing a huge reaction to our website from all over the world. Fiorucci was always known to do things differently and was very much known as a party brand so the jury is out on how we might approach doing a show in the future."
In other words, watch this space.
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