Elio Fiorucci and his therapy





With just one e-mail to Elio Fiorucci himself, he sent me some materials about him and his funky business…What a  helpful person!!



Elio Fiorucci was born in Milan on 10 June 1935, son of a shoe shop owner.

One day in 1962, Elio came up with the idea of making galoshes in bright primary colours whilst working at his father’s shop. When they were featured in a local weekly fashion magazine, the galoshes caused a sensation. Following a trip to London in 1965, Elio was determined to bring Carnaby Street fashions to Milan.

He opened his first shop on Galleria Passerella in Milan on 31 May 1967 selling clothes by London designers such as Ossie Clark and Zandra Rhodes.

fiorucci sunglasses

In 1967 he opens his first shop in Galleria Passerella in Milan; Fiorucci looks East for inspiration, buying cheap T-shirts from India, and turning rice sacks into bags. Two years later the company sets up its own manufacturing plant, and adopted the “two angels” logo created by Italo Lupi.


In 1974 he opens a second store in Milan in Via Torino.

In 1975 he opens his first shop in London in Kings Road.







In 1976 he opens his first shop in New York. The shop is designed by Ettore Sottsass, Andrea Branzi e Franco Marabelli; Andy Warhol chooses the shop window of the Fiorucci store to launch his revolutionary “Interview” magazine.

Customers such as Marc Jacobs, Cher and Terence Conran would rub shoulders with Jackie Onassis and Lauren Bacall, you might see drag queen Joey Arias serving the King of Spain, or Calvin Klein and Gloria Vanderbilt buying some jeans. Other employees include Madonna’s brother Christopher Ciccone, Terry Jones of i-D magazine fame and Oliviero Toscani who shot many of the famous Benetton adverts.



In 1977 ther is the opening of Studio 54: a myhtical disco which becomes the symbol of a rule-breaking generation: Fiorucci organises the big Opening of the disco.

In 1984 “Graffiti Mania” spreads worldwide from London to New York and Elio Fiorucci invites Keith Haring in Milan to paint his flagship store.









In 1990 the fiorucci brand is sold to Edwin International, a Japanese group leader in denim production. Elio Fiorucci remains the art director of the big Fiorucci store in Piazza San Babila.

In 2003 the Fiorucci shop is taken over by the Swedish group H&M. Elio Fiorucci creates a new brand called “Love Therapy”.




If according to Lawrence Ferlinghetti we will be saved by poetry, according to Ettore Sottsass by beauty, for Elio Fiorucci we will bw surely saved by love: how disagree with him?








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