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Translated by
Susan Spies
Published
Mar 16, 2017
Reading time
2 minutes
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Fiorucci announces relaunch with London pop-up

Translated by
Susan Spies
Published
Mar 16, 2017

Amidst online murmurs and promises of a 50th anniversary celebration, Fiorucci has announced that it is back in the flesh. The iconic Italian brand, founded in 1967 by Elio Fiorucci, which disappeared from the market in recent years, is returning front and center fashion stage with the opening of a pop-up store in London department store Selfridges on Thursday, March 16.


The brand's website teases with its past glories and an impending relaunch. - fiorucci.com


While no official statement has been released thus far, the brand did activate an Instagram account at the beginning of the year, which it used to announce the pop-up opening.

It has also created an Internet site that clearly indicates the return of Fiorucci for 2017. "In 2017, the party starts again," says the website, referring to the ironic, fun spirit of the label's founding creator Elio Fiorucci, and the relaunch of the brand in the near future.

Posters with the famous logo of two cherubs have begun to appear on London streets, as have job ads on UK sites for positions as Fiorucci sales associates at Harrods or Selfridges.

The energetic label was purchased in 1990 by the Japanese denim producer Edwin, which was then bought by Japanese giant Itochu in 2014. Fiorucci was sold at the end of 2015 to the British businesswoman Janie Schaffer and her business partner and ex-husband Stephen.

Janie Schaffer's credentials include founding the Knickerbox lingerie chain in the 1980s. From 2008 to 2012, she was chief creative officer at Victoria's Secret, then headed to Marks & Spencer to serve as the director of lingerie and beauty, but only for three months.

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