Heavenly Threads...

Angels have flocked to the third floor of London’s Selfridges department store, and what’s more, they’re Fiorucci angels. The brands famous Raphael inspired cherub branding has been revived from the archives and taken pudgy faced sculptural form, as the centrepiece of a new shop-in-shop celebrating the brands relaunch for spring/summer ‘17.

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Fiorucci's new shop-in-shop space at Selfridges London

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Located on the third floor, it’s a space that brings back the essence of the brands original retail experience. Environments that were apparently akin to a night-club once the lights have come up, though probably minus the sticky floors and wild-eyed expressions.

Founded in Milan in 1967, Fiorucci was a store before it was a label, and is credited with exposing European shoppers to the styles of a then ‘swinging London.’ As well as staple American pieces, namely jeans. Eventually their reaches spread further afield, bringing global underground styles under one roof, and subsequently encapsulating this message in a sexy, cosmopolitan range of designs in their own name.

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Window of the Fiorucci store New York, 1976

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Fiorucci promotional poster 1976

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Opening their most famous store a stones throw from Bloomingdale’s New York City in 1976, the brand quickly became popular with the most glamourous portion of the emerging Disco crowd. A group that were hitting now infamous nightclubs like Studio 54. A fact that’s immortalized by their mentioning in Sister Sledge’s 1979 song Greatest Dancer, alongside Halston and Gucci. During this period the brand became best known for it’s jeans, realising their potential outside of workwear as fashion pieces, and essentially spearheading the concept of designer denim. An approach which alongside an array of other colourful street-inspired designs, and famously bold approach to advertising, held them in good stead well throughout the 80’s and early 90’s.

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Fiorucci carrier bag 1970s

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With a rich history to draw on, Fiorucci’s new line touches on three decades of style. Highlights of the spring/summer ’17 relaunch range include 90s style T-shirts with graphic cherub prints, oversized 80s bombers, and denim hot pants and bell bottoms that easily evoke 70s dance floors.

 

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S/S '17 Vintage Angels t-shirt

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S/S '17 Lou Bomber jacket

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S/S '17 Patty high waist shorts

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www.selfridges.com

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