Iconic 80s cool girl brand Fiorucci is back
For the past couple of years, the 90s have reigned supreme in our closets, but with the fashion pendulum swinging back towards the maximalist, loud and proud 80s, the timing couldn’t be any better for iconic cool girl brand Fiorucci to make its comeback.
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If you’re under the age of 25, unless you’re a bonafide fashion scholar, chances are you’ve never heard of Fiorucci.
W Magazine wrote a fabulous feature about the history of the iconic brand back in February, which began in 1962, when Elio Fiorucci started selling brightly colored rain boots in Milan. Five years later, cementing the brand’s reputation as being the ideal destination for bombshells, Fiorucci opened up his first storefront in Milan, filled primarily with sexy little miniskirts he’d bought in London.
As W Magazine’s story makes very clear, Fiorucci storefronts weren’t just a place to buy clothes, but a space some of the most exciting names in fashion and art called home.
In 1978, Fiorucci recruited a French it-girl/designers/photographer Maripol to become the art director of his Manhattan store, and she recruited designers like Betsey Johnson and artists like Keith Haring to exhibit and sell their work in the store.
And by then Fiorucci wasn’t just selling miniskirts. They were selling see-through-plastic pants and the world’s first line of skinny jeans.
As W Magazine tells it, Fiorucci got the idea to sell figure-hugging pants after taking a trip to Ibizia and becoming transfixed by the sight of a girl wearing clinging, wet jeans. He liked the way they fit, and the rest is history.
Plus they did the whole provocative clothing ad thing way before American Apparel.
And now Fiorucci is back.
They kicked things off with a small denim line, and they’re expanding into t-shirts and swimwear with a full-scale ready-to-wear line coming later this year.
And It-girls like Charli XCX, Gigi Hadid and Georgia May Jagger are already on board with the Fiorucci revival.
So get on board with Fiorucci now, because it’ll be the brand all the cool girls are wearing before you know it.
