Elio Fiorucci’s fashion careers started as a retailer in the late “swinging sixties”, when his Milanese store became the focus of new ideas and novelties. It was the first multi-product mini-dept; offering not only apparel, but also accessories and even food and drinks, in an ambiance surrounded by pop music and scents which was full of fun and excitement.

One of Fiorucci’s targets was to become a world-class brand name and expand his business to the international market. In 1974, with the financial support of Standa Montedison, Fiorucci opened a mega store, which became the trendsetter of the time. In the same year, the brand took off internationally with stores sprouted all over the world from New York, Los Angeles, London, Paris and throughout major cities in Europe.

FIORUCCI has been able to remain young through three decades, always setting the pace for the latest products and fashion trends, fulfilling young consumers’ desires and needs. The Fiorucci company is also known as a “melting pot” of creativities, linking with avant-garde art names like Andy Warhol, Keith Harings and I.D. founder Terry Jones for its graphics and packaging or decoration; first in using the photography of Oliviero Toscani for its imaginative advertising, and having its shops designed by architects such as Sotsass or the Mendini brothers.

FIORUCCI designs are youthful, bold, colorful, sexy and sensual which reflect the lifestyle of its target customers who love freedom, humor, individuality and modernity.

Photo album 2003 Winter collection MKT report Children wear