Fiorucci

Fiorucci is a contemporary, internationally relevant fashion brand designed in Italy, known for translating creativity into wearable products with a distinct and recognisable point of view. Rooted in Milan, the brand combines expressive design codes with everyday wearability, creating collections that are meant to be lived in and styled personally.

Today, Creative Director Francesca Murri channels Fiorucci’s spirit through a contemporary lens, reinterpreting its utopian optimism for the present, translating creativity, emotion, and freedom of expression into a modern, wearable wardrobe. Her approach builds on the brand’s established visual language, evolving its icons and silhouettes in a way that feels current while remaining true to Fiorucci’s identity.

Founded in 1967 by Elio Fiorucci, the brand originally transformed Milan’s fashion landscape by merging fashion with art, music, and design. Fiorucci introduced a new way of dressing that was expressive, culturally connected, and visually bold. Iconic elements such as the Angels illustrated by Italo Lupi, graphic prints, and distinctive denim became enduring symbols of the brand’s influence.

Today, Fiorucci continues to draw from this heritage while shaping a clear direction for the future, celebrating creativity as something wearable, recognisable, and relevant to contemporary life.