Fiorucci’s optimistic comeback with “Home is Where de Heart Is”

In an exciting return to its hometown, Fiorucci resurfaces like a phoenix with a new vision under the creative direction of Francesca Murrii. Twenty years after the first Elio Fiorucci store closed its doors in Milan, the brand returns to redefine the boundaries of contemporary fashion.

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Under the moto “Home is Where de Heart Is”, Murri’s first collection marks the beginning of a new phase of the brand that merges its traditional non-conformist spirit with the concerns of the youth of today’s times. This return is not simply about reviving Fiorucci’s “heritage”, but reinterpreting it in an original way, giving rise to totally wearable garments.

The collection defiantly fuses elements of “womenswear” and “menswear”, and moves in the duality between night and day. A prime example is the combination of a loose-fitting men’s technical parachute pant over a fitted women’s bustier, complemented by mid-heeled sandals with padded straps. The playful spirit of the collection is mostly focused on Chupa Chups-shaped jewelry and accessories such as the innovative “Mella,” a new bag featuring a quilted cylindrical design available in three different sizes. There are garments that nod to Fiorucci’s pioneering spirit in the New York of yesteryear. These heart-shaped elements not only honor the essence of Fiorucci, but also celebrate the Milanese heritage that beats at the heart of the brand. A high-cut, low-hemmed black ruffled skirt is loosely paired with a printed bodice.

In the collection, the message “Fiorucci loves the way you are”(“Fiorucci ama como eres”) is read on a hat, on a blazer, shorts….. A gem from the brand’s archive is the ripe banana print originally designed by Andy Warhol for Elio Fiorucci, which is rescued here with a contemporary twist. Tribute is also paid to Fiorucci’s 15th anniversary party, held at New York’s legendary Studio 54 club in May 1983, with a T-shirt featuring removable padding on the shoulders.

Fiorucci’s return under the creative direction of Francesca Murri promises to redefine the contemporary industry landscape. “Elio Fiorucci was a fashion genius, a true visionary. But he was also a creative leader who transcended the boundaries of the industry, inviting all those who shared his rebellious and free spirit – artists, writers, young people from the street – into his world, always with love and without judgment,” Murri says of the collection, which aims to continue this legacy that celebrates diversity, freedom and authenticity to the hilt. Fiorucci consolidates itself as a brand that goes beyond the garments to convey a message of love and openness to all those who share its visionary spirit.

For more about the Spring-Summer 2024 proposals, click here.