Fiorucci is back. The fashion brand, named after it’s founder Elio Fiorucci, is seriously open for business again. After 2 decades of offering cheaply produced licensed garments, they now (Feb 2019) have a collaboration capsule-collection with Adidas in a store near you.
#AdidasOriginalsByFiorucci
Working with Adidas gets a brand some kind of standing, they don’t collaborate with just any brand or designer. Well known designers such as Raf Simons, Stella McCartney, and Jeremy Scott (who now is the art-director at Moschino) are collaborating with Adidas, so Fiorucci is in good company. #AdidasOriginalsByFiorucci offers limited editions of streetwear, trainers and accessories carrying the signature fun-discotheque-vibe of the brand.
Relaunch
Fiorucci was relaunched In 2017 when the ‘eighties-revival’ was at its peak. A smart move also was publishing the Fiorucci (history) book alongside. (Rizzoli ISBN100847860159) Introduction to the brand was also done by the first campaign for that summer-season, shot by Josh Wilks with Georgia May Jagger (daughter of Mick Jagger and Jerry Hall) in the the main role. The new team re-created the old Fiorucci vibe and images. (more info to be found on fiorucci.com)
