Fiorucci announces a fashion show and its first two pop-ups between Milan and Paris

Fiorucci is continuing its relaunch with a host of projects. The legendary Italian brand, founded in Milan in 1967 by Elio Fiorucci, was acquired in October 2022 by Swiss businesswoman Dona Bertarelli, via her family office. After unveiling its first collection in September, signed by creative director Francesca Murri, the label is making its debut in direct retail with two pop-up boutiques in Milan and Paris.
 

The first opens its doors this Thursday, February 1 at La Rinascente, occupying 120 square metres on the fourth floor of the Milanese department store. It will remain open throughout the month. The second pop-up will open in Paris on March 4 at Galeries Lafayette on the Champs-Elysées, covering around thirty square metres. This is a trial for the brand, which hopes to expand through corners in department stores.
 
“For us, Paris is an important destination, because we want to consolidate in Europe and work with the fashion capitals, where our target customers are. We certainly have great potential in Korea and Japan, but for the moment we’re targeting European cities and top multi-brands. From the outset, our aim has been to reposition Fiorucci in the accessible luxury segment by focusing on a high-quality, creative product that is 100% made in Italy,” says Managing Director Alessandro Pisani.

Displayed in top multi-brand stores alongside houses such as Acne Studios and Jacquemus, Fiorucci is positioned with entry-level prices for luxury (denim at €350, knitwear around €400, bags between €700 and €750). The first collection of 180 items presented in September was followed in November by a more complete pre-collection, featuring almost 380 ready-to-wear and accessory models.
 
“Denim and accessories such as jewellery and bags, like the cylindrical marshmallow-shaped one, were particularly popular with buyers, as were all the more creative pieces. On the other hand, there was less interest in the more basic items,” notes the manager. Around sixty multi-brand retailers have been won over by the product, including the British brands Selfridges, END. and the Italian Sugar, as well as some very fine boutiques in less expected destinations such as Ukraine and Poland.
 
However, the company has no intention of stopping there. In the coming months, it has announced an intense programme, with founding designer Elio Fiorucci to be celebrated with an autumn exhibition at La Triennale in Milan. On February 12, it will launch its new corporate website and e-shop. The aim is to enrich the site with content and radically change the label’s image, moving away from its previous positioning, which was very commercial and essentially based on the label’s iconic baroque-pop motifs, to align itself with the new aesthetic of the collections, which are more refined and contemporary.
 
Another important event is the presentation of the new collection, scheduled for February 22 during the forthcoming Milan Fashion Week. It will be unveiled “in a very creative and ironic way” in the new “Casa Fiorucci” (Fiorrucci House). This 1,000-square-metre space in Chinatown is where the brand will be relocating its offices and showroom over the coming months, as well as setting up a creative hub and part of its archives. On the same evening, Fiorucci is planning a big party in a Milanese club with performers, to bring together the brand’s new community around “a real experience”.
 
Finally, Fiorucci is planning its first catwalk show on the Milan catwalks in September. “This will be an important moment for us. We’re going to conclude this first year since the relaunch and repositioning with a show celebrating creativity, but also the very strong link between Milan and Fiorrucci. It will also show that we are credible with buyers,” concludes Alessandro Pisani.
 
There are currently 16 people in Milan and 16 in London, where the financial and e-commerce offices are based. Eventually, the finance department is due to move back to the Lombard capital.