Fiorucci is an Italian fashion label founded by Elio Fiorucci in 1967. The first shop exposed Milan to the styles of Swinging London and American classics such as the T-shirt and jeans. By the late 1970s and early 1980s this would be reversed, and the New York store would become famous for the fashions it introduced to the United States. Known as the “daytime Studio 54”, it attracted trendsetters from Andy Warhol to a young Madonna.
As a leader in the globalisation of fashion Fiorucci would scour the globe, introducing a newly affluent mass market to underground trends such as thongs from Brazil and Afghan coats. The label popularised camouflage prints and leopard-skin prints before creating the designer jean market with the invention of stretch jeans.The iconic advertising usually featured a woman’s buttocks in skin-tight denim, or in one case obscured by pink fluffy handcuffs, whilst the company logo is two cheeky angels modelled after Raphael’s cherubs. However, mismanagement of the company led to receivership in 1989, and since then the brand has been dogged by legal battles over the trademarks, and several relaunches have failed to make much impact.