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3 Sep

Fiorucci Brings Its Archive of Keith Haring and Madonna

LONDON — Fiorucci will soon be calling East London home.

The Italian brand that was founded 55 years ago by Elio Fiorucci is further expanding its brick-and-mortar stores with two latest locations in Shoreditch for a period of six months, one on Shoreditch High Street and the opposite on Redchurch Street.

The stores are an ode to Fiorucci’s camp visual language with hues of bubblegum pink and touches of white, blue and orange.

Each spaces were designed by Iranian-born British architect Farshid Moussavi, who has previously worked on the Museum of Contemporary Art Cleveland in Ohio and the Harrods toy department in London.

“I first met her after I worked with Victoria Beckham and helped open the shop in 2014,” said Daniel W. Fletcher, menswear artistic director at Fiorucci.

Mark Cocksedge / Courtesy of Fiorucci

“It’s very nice to give you the chance to work together with her on this, it’s come full circle.”

When the brand relaunched five years ago, the entire archive was brought over to the U.K. including the Fiorucci chairs which have been repurposed within the changing rooms.

The Shoreditch store in East London encompasses a wall of Fiorucci memorabilia that highlights defining moments for the brand, from when artist Keith Haring was invited in 1983 to color the Milan store; the denim jacket decorated with silver coins designed for Madonna when she was an up-and-coming musician, whose brother used to work on the Latest York City store; and a pair of hand-painted denim jeans featuring Mickey and Minnie Mouse which was considered one of Disney’s first licensing fashion partnerships with one other brand.

“We wanted to make use of this store as a chance to showcase those things,” said Fletcher, adding that he wanted the purchasers to experience Fiorucci’s wealthy history.

Mark Cocksedge / Courtesy of Fiorucci

The brand is optimistic that it should be opening more pop-ups around Europe, as has been on the agenda since before the pandemic hit.

“Shoreditch looks like the fitting customer for us,” Fletcher said, addressing why he eyed up the situation. “They’re engaged in fashion, and there may be a unbelievable creative community here so it felt like the fitting place to showcase the Fiorucci archive.”

Since Fletcher’s appointment in 2019, the label has pushed through just selling cherub sweatshirts to teenagers to firmly forging a relationship with its young adult customers of their twenties and thirties.

“Our customers want to start out shopping consciously and sustainably,” said Fletcher, revealing that the brand has been working on its green practices by introducing goods constructed from apple leather, in addition to exclusively using organic cotton and recycled materials.

During London Fashion Week, Fiorucci will probably be transforming the shop right into a hub for various activations from panel talks to parties.

The lead as much as September is Fletcher’s busiest time of yr as he juggles his responsibilities at Fiorucci and opening London Fashion Week together with his eponymous label. He’s been so hands-on at the shop that he’s been folding the garments with the retail staff.

“I used to be literally here last night folding sweatshirts which took me back to my Jack Wills years after I was in school and university,” Fletcher joked.

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