IT'S PARTY TIME! XMAS DRESS CODE ACCORDING TO FIORUCCI

It all starts in the mid-sixties, in London. It is the era when midi skirts become mini, men’s jeans become more adherent, the iconic Biba brand is born and neighborhoods such as Carnaby Street and King’s Road, until then anonymous, impose themselves as the nerve center of a new culture, pulsating, psychedelic. Provocative. And it is in Swinging London that Elio Fiorucci forms his idea of sexy, vibrant and cool clothing, until it became a shop in Milan in 1967, his native city, as well as a fashion recognized worldwide and conceptually shared by personalities such as Andy Warhol. From that moment the rest, as we say, is history. Fifty years later, the creative’s brand, which passed away on July 20, 2015, is back in vogue with the opening of a flagship store in Soho, also in the British capital, and a new online store.

Nothing seems to have changed in terms of style and aesthetics. The sensual, ironic and somewhat provocative character continues to be the red thread that defines each creation, as well as the iconic t-shirts and sweatshirts of the Angels collection. Not even the collection designed for the Christmas holidays denies the soul of the brand. The garment on which the team of designers is pointing is not the classic dress, which however exhist in various forms, rather the vinyl jeans, which promises to be the must-have piece for dancing on the dance floor and nights out of the box, maybe combined with plain tops or, for the most courageous, in contrasting knits or with the addition of sequins, just as Elio would have done.

The campaign is in pure Fiorucci style and is taken by young Hong Kong photographer Alexandra Leese, who has portrayed two young music stars belonging to the millennials generation, like the California singer Cailin Russo, who the industry’s voices want her heir to Lana Del Rey, and the British freestyle rapper Aaron Unknown, who has already appeared on the most important fashion houses catwalks, including the Italian Dolce & Gabbana, Versace, Etro and Giorgio Armani.

There is no nostalgia for the past, rather a coherent way of paying homage to a man who has revolutionized the fashion world with Franco Moschino and Gianni Versace. Although they interacted with different styles in fact, these creatives have been able to upset the rules of fashion, offering their personal point of view, and therefore their taste. In the case of Elio Fiorucci, all this took the form of hordes of girls (and their mothers even earlier) inside the Galleria store, addicted to the eponymous pink perfume with wings, which we hope will return to the London store, but maybe, why not, also in Milan, as in the past. Also because, it would be perfect to combine with garments designed for this Christmas collection.

fiorucci.com