Fiorucci: The Revival

by Sophie Sheehan

There is no better time to explore the new Fiorucci store than during its Christmas Disco Party: adorned with cocktails, champagne, DJing, and dancing.

2017 marks the revival of the classic old-school disco-glamour designer brand Fiorucci with the opening of its three-storey store in the heart of Soho, London. Now being pioneered by the business moguls Janie and Stephen Schaffer, the brand’s inherent optimism and effortlessly-cool style is welcomed by many this year with nostalgic open arms.

Fiorucci’s brilliance bloomed in its creation of its NYC ‘Concept Store’- combining fashion and design with an eclectic mix of in-store artists and performers, creating a paradise for anyone artistically or stylistically inclined, and a hub inside which one can live out such an idealised lifestyle.

Fiorucci’s new Brewer Street store stays true to its brand as it channels the essence of a both a ‘concept store’ and a true fashion-lover’s utopia. 39 Brewer Street embodies the typical millennial aesthetic of effortless style and cool glamour- think neon light features in the shape of cherries, heaps of silver streamers adorning the walls and stairs, a café serving pink glitter lattes and vegan cakes, and lots of leafy green plants- and lures you into, quite seriously, contemplating how you may go about staying in there forever, away from the harshness of the reality waiting for you outside.

7pm, 7th December 2017: The Christmas Disco Party at Fiorucci.

I am walking the streets of Soho reading the road signs to help navigate me to 39 Brewer Street when, upon walking down Lexington Street, I immediately spot the store from the distance, for its whole exterior is embellished with a green, red, and blue lightshow: the party, and the brand, was already living up to its true disco nature. Upon walking into the store, I am met with warmth, disco music, and amazing décor: silver streamers hang from the walls, the ceiling is filled with tiles painted to look like slabs of star-studded galaxy, and part of the floor to my right is filled with coloured, disco-style square platforms with women adorned in Fiorucci clothing dancing on top of them. I walk past the DJ station, observing all the many t-shirts and jumpers covered in the famous angel logo of Fiorucci and the many gold, silver, and clear vinyl trousers on offer, and make my way up the spiralled staircase to the second floor. Already amazed by the ground floor, the second floor took possession of my heart. This floor hosted its own bar, from which party guests picked up cocktails, champagne, and beer, and its own heart-shaped bed. Its ceilings were covered in mirrored tiles, which reflected both the neon lights and the silver and pink streamers to create a psychedelic whirlwind pattern above me, its floor was lined with even more dancers dressed in Fiorucci, and the bed and sofas were filled with party guests and customers drinking, talking, and admiring the vast range of the revived designer clothing: proving that Fiorucci’s famed ‘concept store’ approach to fashion and shopping has truly been brought back to life, appealing to a whole new generation.

Favourite Items: The Foil Angels T-Shirt, Stripe Classic Long Sleeve T-Shirt, Iconic Stripe T-Shirt, Yves Cigarette Jean in Silver, Tara Tapered Jean, Margot Vinyl Skinny Skirt, Swordfish iPhone Case.