Elio Fiorucci dies in Milan

Elio Fiorucci was found dead today in Milan, the city he was born in and for which he gave a lot.

Elio was 80 but for everyone he was a timeless icon. He started his career in fashion at the age of 17 in his father’s slippers atelier in Milan. His natural flair leads him soon to explore new creative territories: in 1967, in full beat generation, he founds his first flagship store at Galleria Passarella, in the heart of Milan. That wasn’t a store like the others: Elio gathered there unique pieces coming from his trips to London and the USA which formed soon a loyal group of customers fan of his taste with his same will to change the world. 

Elio was a cool hunter ante litteram, and anyone who had the chance to go inside one of his shops at least once in his life knows what we are talking about. Going inside Fiorucci was like getting inside a magic world: you forgot you were in Milan and you found yourself surrounded by neon lights, pop coloured phones, sweet fawns statues, futuristic lamps, garden dwarfs, vintage clothes and inebriating perfumes.

In this date so sad and important for fashion, we go back to the 5 moments of his career which will remain in Costume history (and Milan history) forever:

#1 Italian architect Italo Lupi redesigns for the brand the two iconic angels

Fiorucci was the first brand to revisit a classic image in a pop key. The two Victorian chubby angels became the emblem of the brand worldwide and they came printed in series on t-shirts, bags, accessories and home objects.

#2 Andy Warhol launches the first issue of his magazine Inteview at Fiorucci store in NY

In 1976 Fiorucci opened his first flagship store on the 59th street in New York. The shop became soon a cult spot in the city, where the coolest people used to meet up. Among the fans of the shop there was a young Andy Warhol, who celebrated the first issue of his revolutionary magazine at the store.

#3 Andy Warhol organizes the opening party of Studio 54 in Manhattan

In 1977 in Manhattan something crazy was going to happen, but probably nobody knew it yet: the Studio 54 was opening and Elio Fiorucci was in charge of curating the Grand Opening of the club. All the best of the international jet-set of the time was there, and since that moment they never stopped animating the crazy nights of the club.

#4 Fiorucci invents the first stretch denim

In 1982 French company Du Pont invented the Lycra. Elio Fiorucci mixed it with denim giving life to the first stretch jeans in history: comfortable, feminine and sensual. An authentic revolution.

#5 The Fiorucci place in Milan is bought by Swedish giant H&M

ln 2003 H&M buys Fiorucci Milan store in Piazza San Babila. Elio renovates the brand giving life to the “Love Therapy” project, a clothing line whose symbol were two coloured dwarfs exactly the friends of Snow White. Irony of fate Fiorucci and H&M ended up collaborating in 2005.