What have you been getting up to in your current role as Head of Creative at Fiorucci?
Being busy. Good busy. Wild busy.
For anyone that doesn’t know, Fiorucci as a brand is 50 years old, but it’s been dormant for around 25 years. Fiorucci wasn’t just about the clothes, it was about the entire culture around the brand — Elio Fiorucci travelled the world for inspiration to bring to his retail stores, which set the blueprint for all modern day concept stores. The brand was also famous for its iconic graphics. Elio discovered and surrounded himself with a huge amount of talent: Terry Jones, Antonio Lopez, Madonna, Andy Warhol and Keith Haring to name a few. The brand means a lot to a lot of people, and with that comes the pressure to deliver.
Over the past few months we’ve re-launched the brand. During London Fashion Week, we opened the doors to a two-storey flagship in Soho, London and hosted a launch party directed by Theo Adams. Since then we’ve shot campaigns in rural England, launched a pop-up in the brand’s native Milan and hosted showrooms in New York and Paris. Alongside all of the outward facing projects we’re constantly developing the each and every aspect of the brand identities within Fiorucci. Fiorucci was not and will never be one logo. If you step into the store you will see dozens of different logos, but they are all strategically delivered across the brands subsections — a logo for women’s denim, a logo for men’s denim, a logo for swim, a logo for jersey and a logo for footwear, you get the idea.