Fragrance house

Fiorucci

Fiorucci was founded in Milan in 1967 by Elio Fiorucci, who opened the first store in Galleria Passarella. The label began manufacturing under the Fiorucci name in 1970 and used a logo of two Victorian-print cherubs wearing sunglasses. Its identity combines fashion, art, music, youth culture, bold graphics, denim, and immersive retail experiences. A New York store opened in 1976 and became associated with disco culture; in 1977, Fiorucci organised the Studio 54 launch party and hosted or collaborated with figures including Andy Warhol, Keith Haring, and Madonna. Its clothing breakthrough included women’s jeans cut for a curvier fit and, from 1982, denim woven with stretch Lycra. In 2022, Fiorucci became wholly owned by Dona Bertarelli, previously a minority shareholder. Under Francesca Murri’s creative direction, the brand presents fashion, culture, and imagination as a converging platform while translating its historic visual language into a contemporary context. For Spring/Summer 2025, it returned to the official Milan Fashion Week calendar with a show revisiting historic symbols. Its first perfume launched in 1999 and received awards for fragrance, packaging, and advertising image; Fiorucci Loves You followed in 2001.