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Chloe Sevigny out and about, New York | © Startraks Photo/REX/Shutterstock
Chloe Sevigny out and about, New York | © Startraks Photo/REX/Shutterstock

Here's Why Everyone Is Excited About the Fiorucci London Store

Picture of India Doyle
Updated: 25 September 2017

If you have walked through Soho recently, you might have noticed the Insta-friendly cherubs radiating from a wall on Brewer Street. This emblem of youth and mischief is a signifier of the new Fiorucci store opening this month; the first of the brand’s relaunch.

Why are people obsessed with Fiorucci?

Elio Fiorucci was one of the first people to foresee what role the concept store could play in fashioning a brand, and Fiorucci stores in New York and Milan were a honeypot for the brightest creatives on the scene: Marc Jacobs hung out in the Lexington Avenue spot and Madonna played her first gig there when she was 16. The brand, which opened in 1967, embodied the disco, glam vibes of the 1970s and 1980s, offering bright, tight clothes that were fun and energetic. Alongside pre-empting the likes of Goodhood and Dover Street Market, Elio Fiorruci has also been credited with inventing stretch denim. So it’s not surprising that people are excited about the Fiorucci London store opening.

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Having unofficially made a comeback to the city earlier in the year with a pop-up in Selfridges, this new store opening on Brewer Street in Soho marks the brand’s comeback proper. Now run by Janie and Stephen Schaffer, fans and newcomers to the brand can expect the same good vibes from this bastion of Italian fashion. There’ll also be a martini bar and bed upstairs as well as a café downstairs– there’s also rumours of a nightclub in the basement. What else could you possibly need?

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Cult items will include cherub t-shirts and sweaters, alongside logo-stamped denim jackets and multiple styles of slinky jeans. Purchase a cropped top for extra kudos, and be prepared to queue when the store opens – this is one of the London fashion events of the season, and competition will be fierce.

What to buy at Fiorucci, London

The iconic Fiorucci t-shirt

Fiorucci iPhone cover

Fiorucci graphic t-shirt


Fiorucci London store, Brewer Street Soho opens September 2017.