Iconic 70s Brand Fiorucci is Back With A London Pop-Up Store

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Fiorucci, the iconic brand of the 70s favored by such names as Andy Warhol and Madonna (it was known in its time as the ‘daytime Studio 54’), makes its grand return to retail shelves with a pop-up shop at Selfridges in London.

Elio Fiorucci, the brand’s founder, has been credited with the invention of stretch denim, and the brand is known to be responsible for popularizing such modern style essentials as camouflage and leopard print. While Fiorucci is now deceased, the label was taken over by Janie and Stephen Schaffer in 2015, the two of whom have created a new website and Instagram for the brand. The Selfridges pop-up marks the first IRL event of Fiorucci’s new incarnation, and it certainly pays its respects to labels lost: imagery of the brand’s famous logo, two cherubs a-la Raphael, are everywhere, as well as homage to the famous ads of the 70s featuring, largely, women’s butts in tight jeans, as well as Polaroids of some of the brand’s early adopters, like a young, smiley Madge.

The pop-up shop certainly takes a fresh update on classics, with modern bomber jackets and flare denim part of its latest offerings, as well as custom onsite embroidery work. Check out some of the brand’s new content below:

Fiorucci Empire. Pop-Up at Selfridges. NOW available in PINK. @theofficialselfridges #fiorucci #selfridges

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Meet Edie, a highwaisted flare. Available now at @barneysny

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