Fiorucci proclaims a vogue present and its first two pop-ups between Milan and Paris

Fiorucci continues his relaunch with a collection of initiatives. The legendary Italian model, based in Milan in 1967 by Elio Fiorucci, was acquired in October 2022 by Swiss businesswoman Dona Bertarelli, via her household workplace. After presenting its first assortment in September, signed by artistic director Francesca Murri, the model debuts in direct retail with two pop-up boutiques in Milan and Paris.

The primary opens its doorways this Thursday, February 1 at La Rinascente, occupying 120 sq. meters on the fourth flooring of the Milanese division retailer. It’ll stay open all through the month. The second pop-up will open in Paris on March four on the Galeries Lafayette on the Champs-Elysées and can occupy an space of ​​about thirty sq. meters. It is a take a look at for the model, which hopes to broaden via the corners of shops.

“For us, Paris is a crucial vacation spot, as a result of we need to consolidate ourselves in Europe and work with the style capitals, the place our goal purchasers are. We actually have nice potential in Korea and Japan, however for the second we’re concentrating on European cities “From the start, our objective has been to reposition Fiorucci within the accessible luxurious section, specializing in a high-quality, artistic product 100% made in Italy,” says CEO Alessandro Pisani.

Fiorucci, current in the primary multi-brand shops together with homes reminiscent of Zits Studios and Jacquemus, is positioned with entry-level costs to luxurious (denim at €350, knitwear at round €400, baggage between €700 and €750). The primary assortment of 180 gadgets offered in September was adopted in November by a extra full pre-collection, with nearly 380 ready-to-wear fashions and equipment.

“Denim and equipment reminiscent of jewellery and baggage, such because the cylindrical marshmallow-shaped mannequin, have been particularly common with customers, as have been extra artistic items. Alternatively, there was much less curiosity in additional primary clothes,” he notes. supervisor. The product has conquered round sixty multi-brand retailers, together with the British manufacturers Selfridges and END. and Italian Sugar, plus some very fantastic boutiques in much less anticipated locations like Ukraine and Poland.

Nonetheless, the corporate has no intention of stopping there. For the approaching months, it has introduced an intense program, whose founding designer Elio Fiorucci will rejoice with an autumn exhibition at La Triennale in Milan. On February 12 it should launch its new company web site and e-shop. The target is to counterpoint the positioning with content material and seriously change the model’s picture, shifting away from its earlier positioning, very industrial and primarily based basically on the model’s iconic baroque-pop motifs, to align with the brand new aesthetics of the collections. that are extra refined and modern.

One other necessary occasion is the presentation of the brand new assortment, scheduled for February 22 in the course of the subsequent Milan Style Week. It is going to be unveiled “in a really artistic and ironic manner” within the new “Casa Fiorucci” (Casa Fiorrucci). On this 1,000 sq. meter area in Chinatown, the model will transfer its places of work and showroom over the approaching months, along with putting in a artistic hub and a part of its archives. That very same evening, Fiorucci organizes an enormous celebration in a Milanese membership with artists to deliver collectively the model’s new neighborhood round “an actual expertise.”

Lastly, Fiorucci plans his first runway present in Milan in September. “This shall be an necessary second for us. We’ll conclude this primary yr because the relaunch and repositioning with a present that celebrates creativity, but in addition the very sturdy bond between Milan and Fiorrucci. It’ll additionally present that we’re credible with patrons”, concludes Alessandro Pisani.

There are presently 16 individuals in Milan and 16 in London, the place the monetary and e-commerce places of work are situated. Over time, the finance division will transfer again to the Lombard capital.