Fiorucci: Then and Now

Growing up, my mother would tell me stories about her favorite dress. It was by Fiorucci and featured a long sleeve, shoulder pads and electric geometric palm tree print. She would wear it with mis-matched tights, one leg hot pink, the other bright yellow. My mom was a wild-child 17-year-old that would wear this ensemble to places like the Limelight, a club in Atlanta where she would sneak in to dance on speakers while Ru Paul partied somewhere off on the other side of the room or, seen here, on the way to a B-52’s concert with her other fashionable friends.

It would be years before I’d ever see a picture of the dress, but still the stories about her adventures in this dress introduced me to an iconic brand and sartorial aspirations beyond my wildest dreams.

Now, those dreams are coming true. The company, originally founded in 1967 and shutdown in 1989, announced their relaunch earlier this year, and with that comes their recent Summer ‘17 ad campaign driven by nostalgia and dripping with attitude while paying homage to the label’s heyday. The new campaign, starring model and daughter of Rolling Stones frontman Mick Jagger, Georgia May Jagger, recreates iconic Fiorucci ads of the past, including one featuring her own mother Jerry Hall.

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Best look now. The Times Magazine today. Christa d’Souza on the return of #Fiorucci including @georgiamayjagger by @joshwilkz. Thank you @christadsouza!

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A post shared by FIORUCCI (@fiorucci) on Jun 17, 2017 at 1:41am PDT

So what is it about this brand that transcends generations of hell-raising women, resonating with both mothers and their daughters? We went back in the Fiorucci archives to compare the brand’s affect both then and now. Take a look below.

Then

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The best behind / the best to COME. #FiorucciArchive. The new brand / brand new RELAUNCH. Fiorucci. SO this YEAR.

A post shared by FIORUCCI (@fiorucci) on Jan 4, 2017 at 9:32am PST

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As good on the outside as on the inside! Vintage shopping bags from the #fiorucci archive;;;;);;

A post shared by FIORUCCI (@fiorucci) on Mar 29, 2017 at 11:01am PDT

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REAR end the year end. Put 2016 behind you. What’s new in the New Year. Fiorucci relaunch January 2017. #FiorucciArchive.;;;;);;

A post shared by FIORUCCI (@fiorucci) on Jan 3, 2017 at 9:33am PST

Now

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More sun more fun. #Fiorucci.

A post shared by FIORUCCI (@fiorucci) on Jul 3, 2017 at 9:57am PDT

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blank”>International grid. Looks good in the nine part post @fashionfreaks. Happy Saturday @georgiamayjagger @joshwilkz @victoriayoung;;;;);;

A post shared by FIORUCCI (@fiorucci) on Jun 24, 2017 at 1:36am PDT

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blank”>The only way is up(side down). @georgiamayjagger by @joshwilkz and styled by @victoriayoung . Loving homage to Toscani of course ??;;;;);;

A post shared by FIORUCCI (@fiorucci) on Jun 21, 2017 at 10:10am PDT