Fiorucci
Italy
Fiorucci is an Italian fashion brand founded in Milan in 1967 by Elio Fiorucci and known for its angel motif, denim and pop culture links. Wikipedia reports that Janie and Stephen Schaffer bought the brand in 2015. It sells online and through stockists.
| Founded | 1967, Milan |
|---|---|
| Founder | Elio Fiorucci |
| Owner | Janie and Stephen Schaffer (since 2015, per Wikipedia) |
| Cultural base | Circolo Ultra Fiorucci, Milan |
| Signature | Angel motif, denim |
| Segment | Premium and contemporary |
| Website | fiorucci.com |
What is Fiorucci?
Fiorucci is a Milan-born fashion brand that became internationally known for combining fashion with art, music and popular culture. Its signature elements are angel motifs, all-over print graphics, denim and collectible accessories.
History
Elio Fiorucci (1935 to 2015) opened his first shop in Milan in 1967, bringing London street styles to Italy and later opening a New York store in the disco era. The brand became known for stretch jeans. According to Wikipedia, mismanagement led to receivership in 1989, followed by trademark disputes and failed relaunches, and Edwin Co. took over the assets in 1992, expanding in Asia and Europe.
Ownership
Wikipedia reports that the Japanese trading house Itochu sold the brand in 2015 to Janie and Stephen Schaffer, and that Janie Schaffer is a former chief executive of Victoria's Secret. After the purchase the brand relaunched online and opened a London store in 2017. The current ownership could not be re-verified in 2026 and is described here as reported.
Products and positioning
The brand's website lists dresses, denim, shirts, T-shirts, knitwear, jackets, trousers, beachwear, bags, shoes, sneakers, belts, jewellery and collectibles for women and men. Recent projects include Piazza Fiorucci during Milan Design Week, a collaboration with Qeeboo and Triennale Milano, and a FW26 show at Somerset House in London.
Business model and distribution
Fiorucci operates an international online store with local currencies and links to a stockist page, which points to a mix of direct e-commerce and wholesale. Its cultural base is Circolo Ultra Fiorucci on Via Paolo Lomazzo in Milan.
Why it matters
Fiorucci is a case study in brand revival: a 1970s pop-culture label rebuilt around archive imagery, collaborations and events.
Frequently asked questions
Who founded Fiorucci?
Elio Fiorucci founded the brand in Milan in 1967 when he opened his first shop. He died in 2015.
Who owns Fiorucci?
Wikipedia reports that Janie and Stephen Schaffer bought Fiorucci in 2015 from the Japanese trading house Itochu. Current ownership was not re-verified for 2026.