The legendary retail brand Fiorucci is opening new chapter.
Newly appointed CEO, Alessandro Pisani, and visionary Creative Director, Francesca Murri, Fiorucci are set go with some 21st century reinvention in the brand’s birthplace, Milan.
Pisani said,
Fiorucci stands as an iconic force in the annals of Italian fashion.
Founder Elio Fiorucci ushered in a cultural revolution, democratizing style on a global scale and fusing it with progressive art forms, from visual arts to music.
Our mission now is to resurrect that unmistakable sense of playful audacity and redefine its disruptive heritage to inspire a new generation.”
Murri, has worked for fashion houses like Versace, Gucci, Givenchy, and Ferragamo. The inaugural collection for will debut at Milan Fashion Week this September.
Elio Fiorucci open his first Milan boutique in 1967 and eventually expanded to NYC in 1976. The legendary “daytime Studio 54” store, synonymous with creativity and art and featured sales people like Maripol and Joey Arias and regular visitors and collaborators like Andy Warhol, Kenny Scharf and Keith Haring.
When I first moved to NYC, my boyfriend, Philip Monaghan, was the store art director and we lived around the corner from the 59th Street store on Lexington & 61st Street. Andy had a huge crush on Phillip and was always dropping by the store to give him a signed L’eggs Panty Hose for Easter (they came in an egg) or with a stack of the latest issue of Interview.
The last time Fiorucci tried a reboot in 2001, designer Betsey Johnson told New York Times,
Fiorucci was the most happening place.
It never stopped being happening—it just left New York City, because I don’t think New York City was happening enough by the mid-80’s, with AIDS and everything….”
Fiorucci was a brand that has been dying to be reinvented for a new audience. Let’s see if this incarnation will take hold.
(via DScene)
