ELIO FIORUCCI DIED

Elio Fiorucci, the father of pop style in fashion, is dead. He was found this morning in his home. He had just turned 80 last June.

Fiorucci was born in Milan on June 10, 1935, and immediately began to follow in his father's footsteps, dealing with fashion. Soon he set out on his own, looking for a style inspired by the street style of London and New York: it was the 1960s, a decade of great ferment on all fronts. The result of those visits outside the provincial borders of Italy at the time. is the legendary Fiorucci store in Milan, opened in 1967.

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Fiorucci is the first to not only produce clothes, but a lifestyle, which captures the trends of the present, from the street, from behaviors, from desires, and makes them fashion. He "invented" jeans: he was the first to make denim a philosophy of life, between rock "n" roll and casual, between rebellion and irony. And the way of experiencing the shop also changes: with him, with the live interventions of the artists, with the music, the perfumes, the colors and the people who frequent it, the shop becomes a place to live, not just a place to buy. .
Probably the pop style introduced by Fiorucci (the prints of the little angels on the T-shirts, the hot pants of jeans, the handcuffs with pink fur) is the one that most succeeds in rejuvenating and updating the Italian costumes of the time.

The success is enormous, and leads him to open stores also in London and New York, which attract a variegated star system, ranging from Andy Warhol to Madonna, from Keith Haring to Grace Jones.

Few designers have marked the culture and style of the time like Elio Fiorucci, a true international creator who brought Italy out of its narrow spatial and cultural confines during those years.

In 1990 he sold his glorious business to a Japanese company, and in 2003 he launched his new creature, Love Therapy, where his characters return halfway between fairy tale and madness: the garden gnomes to act as mascots for everything, and his always recognizable and "showy" fashion, which hardly goes unnoticed.