Firoucci went into administration in 1989, and its revival is a great achievement by Knickerbox, who recently bought the brand and are relaunching it for Millennials. By the looks of its Instagram, they're doing a great job. Georgia May Jagger is modelling the latest collection. The new website is set to launch this summer and the new store is opening in September. Alongside a new Matches fashion shop, Arket and Azzedine Alaïa, we've got a look to look forward to for new London stores in Autumn.
The Fiorucci Selfridges pop-up and the Harrods line have given us a taster of the brand. But this taster is a bit like snaffling a gherkin off the side of a big burger – not really preparation for the full store. The 4,000-foot space will have its own nightclub/roller disco, espresso bar, a coffee table tome on sale – full of its delicious imagery – and a Green Room (where performers relax after their act – Firoucci's is designed for shoppers). Oh, and clothes. Lots of clothes.
Will it live up to the heady days of the 70s, where the New York concept store reigned supreme? The New York store opened in 1976, was designed by Sottsass and frequented by everyone from Andy Warhol to Debbie Harry. Madonna played her first gig there - aged only sixteen.
Fiorucci clothing has always been Eurotrash cool: but that's just what we need in 2017. The 1970s leopard-print bralets had branded elastic which looks like it could have come straight off Dior SS17. The satin baseball shorts and logo t shirts (featuring the signature cherubs) fulfil many of 2017's trend requirements: sporty, shiny and slogany. The relaunched brand will strive to retain all these elements – we've already seen a preview glimpse of the branded elastic modelled by Ms Jagger on Instagram.
We have some more questions: will the legacy of late founder Elio Fiorucci live on? This was a man who once said he manufactured only small sizes of his signature jeans as 'a favour for humanity. I prevent ugly girls from showing off their bad figures.' Will Fiorucci be more realistic with its sizing for our bodies?
We hope so. The whole brand looks fierce and fun. We're so excited to pick up this next hit that we suspect we won't even need that in-store espresso bar.
|What||New Fiorucci store, London|
Brewer Street, Soho | MAP
|Nearest tube||Piccadilly Circus (underground)|
On 16 Sep 17, See website for opening hours
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