Italian fashion brand Fiorucci, under the ownership of Swiss businesswoman Dona Bertarelli, is making waves with a series of initiatives in 2024. Following its relaunch, Fiorucci, founded in 1967 by Elio Fiorucci, is set to open two pop-up boutiques in Milan and Paris. The Milan pop-up, located at La Rinascente, opens on February 1, while the Paris pop-up at Galeries Lafayette on the Champs-Elysées opens on March 4.
Managing Director Alessandro Pisani expresses the brand’s strategic focus on Europe, especially in fashion capitals like Paris. Fiorucci aims to position itself in the accessible luxury segment, emphasizing high-quality, creatively crafted products made entirely in Italy. The brand’s first collection, featuring 180 items, showcased entry-level luxury pricing with denim at €350, knitwear around €400, and bags between €700 and €750.
Notable success has been achieved with sixty multi-brand retailers, including renowned names like Selfridges and END., along with unexpected destinations like Ukraine and Poland. Fiorucci plans to celebrate its founding designer, Elio Fiorucci, with an autumn exhibition at La Triennale in Milan and the launch of a new corporate website and e-shop on February 12.
The brand is set to redefine its image, moving away from its commercial and iconic baroque-pop motifs to align with the refined and contemporary aesthetic of its collections. Fiorucci will present its new collection creatively during Milan Fashion Week on February 22 at the new “Casa Fiorucci” in Chinatown, marking the relocation of its offices and showroom. The company plans to conclude its relaunch year with its first catwalk show on the Milan runways in September, celebrating creativity and the strong link between Milan and Fiorucci. The brand envisions this show as a significant moment to establish credibility with buyers. The year’s agenda also includes a big party in a Milanese club to bring together Fiorucci’s new community.
With offices in Milan and London, Fiorucci continues to evolve, combining creativity, innovation, and a renewed aesthetic to make a mark in the world of fashion.
