Elio Fiorucci has died

Italian fashion is in mourning after the death of Elio Fiorucci this Monday 20 July. The designer-entrepreneur, whose colourful and ironic style made its mark on Made in Italy in the 1970s and 80s passed away at his home in Milan. He had celebrated his 80th birthday this June. He was active in the fashion industry throughout his life.

Born on 10 June 1935, Elio Fiorucci started out in the fashion world when he took over his parents' slippers' store. However, he quickly set a name for himself in fashion as a trendsetter and full of ideas.

His success started on 31 May 1967, with the opening of the very first Fiorucci store in Milan, introducing the emerging "Swinging London" styles to Italy. With a previously unseen collection of clothing, accessories, gadgets, curiosities, drinks, etc., it was an immediate success.

It was the first "concept store" of its kind. With its unique atmosphere blending music, entertainment and transgression, it gave birth to the "Fiorucci" style, symbolised by the famous logo with the two angels.

Over the years, the brilliant and eclectic designer increased his successes and artistic collaborations, notably working with Andy Warhol, Keith Haring, Jean Paul Gaultier and Madonna. The Piazza San Babila department store in Milan soon became the place to be, so much so that its visitors were called the "Fioruccini".

Twenty years later, threatened with bankruptcy, the brand was purchased by Japanese jeans giant Edwin, which left its management in the hands of Elio Fiorucci and his team to start off with, before taking over complete control in 2002.

Elio Fiorucci thus launched a new brand, 'Love Therapy', a line of jeans, t-shirts and accessories and started to work with Italian fast fashion retail chain OVS, always ready to take on new collaborations and launch new initiatives. Recently, he was named ambassador of Expo Milano 2015.

Elio Fiorucci has died

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