1967
May 31st - The first shop Fiorucci was born in Milan, in Galleria Passarella: a window on the world with the novelties from Carnaby Street, the hits from London and New York. With a brand-new concept, designed by the sculptress Amalia Del Ponte, the space was opened by Adriano Celentano, who arrived at the opening on a pink Cadillac. It was a real event...

1970
The shop was the meeting point of young people that are against the conventions, the authorities and boredom. A new generation that meets around a potpourri of suggestions, emotions and international news that learns to identify it as "the Fiorucci style." The concept of life-style was born. Fiorucci became a real brand and adopted as logo the two famous little angels; a Victorian image, graphically adapted by the architect Italo Lupi, that's still today icon and symbol of its identity.

1974
The second Fiorucci store in Via Torino, Milan, was opened: planned by the Thomas Maldonado Studio and by Franco Marabelli, that was art director for Fiorucci for many years. It was a great shop on three floors which had a revolutionary formula. With three fountains of water and spicy perfumes, it offered garments and home accessories, books and music. There was a space dedicated to the performances. For the first time a restaurant served good hamburgers on Richard Ginori's plates, as in the upper-class restaurants of New York. With "Tea at 5" the shop opened an "antique market" where vintage garments were sold.

1975
Fiorucci opened the first London shop in Kings Road. Fioruccino, a coloured and playful collection for children, was born.

1976
Fiorucci opened a store in New York on the 59th Road, next to Bloomingdale, another cult place where the greatest exponents of the NY artistic community would meet. Andy Warhol used it to launch his magazine Interview. The interiors were designed by the architects: Ettore Sottsass, Andrea Branzi and Franco Marabelli.

1977
In the heart of Manhattan the Studio 54 opened: a disco-myth linked to disco music and a style phenomenon. The Fiorucci team in New York organized the Great Opening of the place: it produced the costumes, drawn by Antonio Lopez (already famous artist and draftsman of the covers of Interview) for the dance company of Alvin Ailey. The sketches of the author were to be published on Esquire. The International "jet set" was at the opening: Bianca Jagger, Margaux Hemingway, Andy Warhol and Grace Jones.

1978
Fiorucci was the first brand to sign a collection of sunglasses.

Alfa Romeo wanted to renew the car Giulietta and asked Fiorucci to "dress" it. The brand was helped by Ettore Sottsass and Andrea Branzi: without altering the technical-structural characteristic, they intervened on the aesthetics with the motto "Everything is possible in a car". The wheels were blue and orange-peel!

1979
In America the fame of the brand consolidated with the opening of a new shop in Los Angeles, in the district of Beverly Hills. During the "Gran Galà" opening the crowd was so big that it required the intervention of the police. Amongst the guests, always Andy Warhol The soundtrack was played by the punk group The Screamers.

1981
"Fiorucci The Book" was published by A. Harlin Quist Book, curated by the American journalist Eve Babitz, after a full immersion in the Fiorucci world and the close meeting with many unusual personalities that made up the team.

The collection of T-shirts, blouses and sweatshirts illustrated with images of Walt Disney we launched. It was a success that brought Fiorucci in the gold book of the great American company.

1982
Du Pont launches Lycra and Fiorucci matches it to the denim. The first stretch jeans were born. It was a basic five pockets for a feminine body, adherent and seductive.

Terry Jones, already author of many graphics for the brand, established the magazine i-D and chose the Fiorucci store in Milan for the Italian presentation.

1983
The movie "Flashdance" made aerobics explode. Fiorucci launched the "gym fashion", proposing bodies, headbands and leggings.

The Fiorucci brand celebrated 15 years of activity with an evening-event at Studio 54 in New York. Guest star of exception was, still unknown, Madonna, whose name appeared in the third line of the invitation with a stylized Marilyn on the back. An enormous cake of two meters and a half was brought in triumphant amongst the crowd.

Fiorucci opened a shop in Paris with another mega party, again with Madonna, who had became by then more and more famous. Oliviero Toscani created for the newspaper "Fashion" a report, photographing the most eccentric looks, and launching the "carnet" fashion.

1984
In the subway and on the walls of New York and London the spontaneous phenomenon of the graffiti-mania exploded. Keith Haring, the author that had raised to "art" this form of extemporaneous creativeness, worked one day and one night in the Milan shop and transformed it with his magic touch.

The greatest part of the job realized by Haring in that occasion in 1998 was auctioned by the art gallery of Binoche in Paris.

The art gallery Marconi in Milan dedicates to Fiorucci, the first brand to dignify the "white" of the t-shirts with a graphic, communicative and commemorative language, the exhibition "T-show" with a series of t-shirt signed by contemporary artists.

Panini started to produce the stickers with the Fiorucci graphics. The summa of a graphic history that was able to explore and anticipate the future of the image: playful (the comic strips), disrespectful (the quotations of Hollywood movies), seductive (the pin ups of Vargas), futuristic (the electronic circuits, the robots, the UFOs) and at the same time nostalgic (the love for the revival). Shocking with the fetish and the bondage style or moving with the angels and the hearts, the collection was sold in 25 million packages (105.000.000 pieces). The buyers' target was from 12 to 25 years of age.

1985
The brand Fiorucci was consecrated "king of jeans." It signs the Italian license with Wrangler, historical label of denim made in USA.

Almost at the same time Fiorucci opens to the men segment with a total look collection, called Classic Nouveau. Fiorucci invents the casual wear: the new label became the lacking ring amongst jeans and formal garments, with certain nostalgia for the American sportswear of the 50s.

1986
 A Great party was hold at the Superstudio in Milan, where a crowd of 7000 people arrived to assist to the presentation of the Fiorucci collections. As a gift, Fiorucci offered a little heart of cloth to the ladies.  When Opened, it turned into a brief.

1987
At the Plastic Discothèque in Milan a party was held in honor of Andy Warhol, in the city, for the opening of his exhibition on Leonardo at the Refettorie delle Stelline.

Fiorucci and the importance of the packaging as a value: labels and lining became a mean to adorn the suit.

The shopping bags were characterized with a lot of imagination: in the volume "Shopping Bag", published by Crown Publishers Inc. and written by Stephen C. Wagner and Michael Closet. The shopping bags of Fiorucci were distinguished thanks to their creativeness and they were amongst the few Made in Italy quoted in the book.

The book "Liberi Tutti" was published, written by Giannino Malossi with the introduction of Natalia Aspesiri. It was the history of a brand through three revolutionary decades.

Produced by Fiorucci, the line Junior Gaultier, designed by Jean Paul Gaultier, was launched: 70 economic pieces, from the denim pant to the evening suit.

1990
The brand Fiorucci was purchased by the Japanese company Edwin International, company leader in the denim Made in Japan. Founded and driven by Shuji Tsunemi Edwin was to widen the strategies of diversification of the Fiorucci products through many licenses, not only in Italy but also in Europe, Asia and America.

Starting from that moment, the trademarks Fiorucci, Fioruccino, Fiorucci Safety Jeans, Fiorucci Time and the "angels" (figurative mark) were owned by Edwin Co. Ltd. and Mr. Elio Fiorucci started his artistic-creative collaboration with the company.

In the respect of the origins and identity of the brand, the style and the communication remained in Milan; headquarter of the European master-license.

The "T-Art" project, the white and simple shirt as creative base for evocative images, was born. Together with the institutional angels, historical consolidated bestseller, a whole series of pictures inspired by dreams were printed on T-shirt. The T-art became the "gift" for Christmas and St. Valentine.

1995
A nostalgic journey with the exhibition "Fiorucci: garments of the heart." Through the radio and pages on the magazines, the Fiorucci Fans were invited to bring their inseparable Fiorucci garments, telling how they have become a cult. Photographed by the guys of the Istituto Europeo of Design in Milan, who prepared the setting in their Design Gallery, many "Fiorucci Girls" of all ages answer.

The brand Fiorucci shocked with the national campaign of the Fiorucci Safety Jeans collection. The photo, by Roger Corona, showed a woman bottom "dressed" only with a pair of handcuffs in pink plush. It was a new funny fetish accessory.

1999
Fiorucci drew the packaging of Baci Perugina for St. Valentine. The initiative was a great success.

With a mega poster 30 m high in San. Babila, Fiorucci introduces the "Lollies": denim pants in pink, blue and white, which became the must of the season.

Fiorucci launched its perfume: a good fragrance the best packaging (a pair of fluorescent wings) and the best advertising image with the message "Fiorucci, the only perfume "sniff and smile."

2000
Together with the launch of the Milan FreeStyle Event, Fiorucci was chosen as symbol of the creative freedom by the Camera Nazionale della Moda Italiana, that dedicates to the brand the exhibition "Fiorucci Free Sprit: the senses of the freedom", set at the Arengario in Milan. A tribute to the history of the brand as expression of lifestyle.

2001
During the course of the year Mr. Elio Fiorucci ended his artistic-creative collaboration with the company.

Fiorucci launched its second perfume: Fiorucci Loves You. An original packaging in shape of heart, pierced by the arrow of Cupid, with a carillon.

2002
In February 2002 the agreement with the company Eurofly is signed, for the personalization of the seats of the aeroplanes: a happy floral print in Hawaiian style.

2005
The book "Fiorucci Story", published by Mondadori Electa, traces the history of the brand through photographic and graphical images.

2006
Bright colours, amusing prints, easy garments, and a young and fashionable product: the collection "Fiorucci for Radio Italia Musicwear" was presented through a happy advertising campaign with Daniele Battaglia, announcer of Radio Italia and personality of Radio Italia TV.

Fiorucci re-launches the "Buffalo", the unforgettable jeans for women that had become a cult.

2007-2008
"The Seventies, the long decade of the brief century." Curated by Gianni Canova for the Triennale in Milan, the exhibition chooses the "Fioruccism" as symbol for the fashion of that period. The setting is prepared by Franco Marabelli with texts of Gianluca LoVetro: images and characters that characterized the history of the brand.

2009
The Fiorucci Home Collection is born with colourful, funny and coordinated accessories.

2010
The Fiorucci Design Office moves into the new headquarters of Viale Premuda in Milan: the 1000 sq.m include the space for the creativeness and a showroom for the products of the Fiorucci world.

The Fiorucci menswear was re-launched with a collection of casual garments.

Fiorucci collaborates with the group BasicNet for a collection of shoes Fiorucci by Superga and a capsule collection of K-Way rain jackets.

The collaboration with Hyundai, one of the most important automotive companies of the world, creates the Fiorucci i10 and i20.

2011

A new era began for Fiorucci, thanks to the collaboration with Ittierre S.p.A., which is in charge of the womenswear license. The capsule collection with Naomi Campbell increases the value of the denim line, which has made the brand famous all over the world.

Fiorucci signed a three-year license for the production and distribution of a sunglasses and eyeglasses collection for women and children. New agreements were signed also for women's and men’s accessories that contribute to improve the quality of the products and to bring part of the production processes back to Italy.

In July a new product was presented: it was the result of the collaboration with Hip Hop, the famous gum watch with interchangeable wristband, the first co-branding operation for the Binda group.

With the idea of "diversification" of the products in 2011 the collaboration between Fiorucci and Ikea is born, for the creation of a Concept of Fiorucci Boutique.

2012
Fiorucci returns to bet on retailing and launches the first Pocket Store, a retail project in collaboration with IKEA, which has made available all of its know-how on home interior fittings, developing together with Fiorucci an original concept, cool and democratic. Mono-brand retail stores where visitors will find all the products that make up the world Fiorucci, from clothing to shoes, from perfumes to lingerie, swimwear, eyewear, business bags. The project involves the creation of two different types of stores: a Pocket Store, which offers modular solutions for small spaces and a Concept Store with ideas of furniture designed for larger rooms, up to 200 square meters.

The first Pocket Fiorucci Store was inaugurated March 29th in Capri (NA), the second on March 31st in Porto Sant'Elpidio (FM) and the opening of a Fiorucci Corner in Pompei in cooperation with Grillo Sport. Various openings of Fiorucci Pocket Stores have followed, one can be found within the Naples International Airport and another in the Center of Bari opened at the beginning of November just in time for the Christmas shopping of it’s citizens and many more are to come.