take an exclusive look inside fiorucci’s 80s fanzine collab with i-D

As Fiorucci relaunches in 2017, we dig into the archives to trace i-D’s long history with the iconic, cherubic Italian denim brand.

by Charlotte Gush
21 March 2017, 2:15pm

The iconic, irreverent Italian denim brand Fiorucci is back. Responsible for placing angels on the chests and Disney characters on the thighs of cool kids from the 70s through to the 90s, the 1967 brainchild of the late Elio Fiorucci has been resurrected by Janie and Stephen Schaffer. The duo had previously been behind successful lingerie labels, so it's no wonder they snapped up the cheeky denim brand, which courted controversy with its sexy 90s ad campaigns art directed by none other than i-D founder Terry Jones.

Fiorucci 2017 launches with pop-ups stocked with the new season collection, in London at Selfridges Oxford Circus and at Barney's in New York. These pop-ups will be followed by a fully fledged Fiorucci store — the first flagship in 20 years — opening in London's Soho in September.

To celebrate the relaunch, i-D caught up with Janie and Stephen to find out why Fiorucci is so unique, what they love about its history, and where they see it going in the future. We've also got our hands on 'Issue Zero' of the Fiorucci i-D fanzine all the way from the 1980s!


What is so unique about the Fiorucci DNA?
It's a unique mix of things. The color and optimism. A sexiness that is somehow risqué yet innocent. The endless eclecticism. The spirit of collaboration and creativity. The jeans! The unbelievable archives reveal something new to us every day.

What is your favorite piece from the archive?
Probably the hand-painted jeans we have in our archive by Keith Haring and LA2. Painted as part of the Fiorucci Walls Project where Elio Fiorucci invited both artists to come and paint the Milan store and create a gigantic art installation. It's such a brilliant illustration of Fiorucci's connection to and support of the art world and his commitment to an almost reckless creativity!

The All Star Issue, no. 14, 1983

What are you most excited about for the future of Fiorucci?
Continuing the spirit of Fiorucci by collaborating with designers, artists, and creatives from all disciplines to create something new, optimistic, inclusive, and fun!

Read: We sat down with the designer who revolutionized Italian fashion with his provocative attitude and activism.


Text Charlotte Gush

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