Fiorucci Returns to Milan with New Creative Direction by Francesca Murri

The iconic Italian brand Fiorucci, known for its pop aesthetic and pioneering concept store in Milan's Galleria Passerella opened in 1967, is relaunching from Milan after a 20-year hiatus. The brand was acquired by Swiss investor and philanthropist Dona Bertarelli, with Alessandro Pisani as CEO. Creative director Francesca Murri, whose background includes Versace, Giorgio Armani, Gucci, and Ferragamo, presented the new vision during Milan Fashion Week. Murri studied the brand's archive extensively, focusing on founder Elio Fiorucci's legacy of blending fashion with art and culture. The original Milan store hosted performances by Keith Haring and was a cultural hub, while its New York outpost was dubbed the 'daytime Studio 54' and housed the editorial office of Andy Warhol's Interview magazine. The relaunch includes an online presence and pop-up stores, with a runway show planned. Murri collaborated with young photographer Arianna Ghenghini for the presentation, creating a tableau vivant. The brand aims to create cultural hubs in Italy and abroad, emphasizing a thoughtful expansion while maintaining its pop and surreal spirit.