Fiorucci is an Italian fashion label founded by Elio Fiorucci in 1967. The brand’s vibrant and eclectic style quickly made waves in the fashion world, bringing the exuberance of Swinging London and classic American style to Milan. Fiorucci’s first shop in Milan was revolutionary, introducing the T-shirt and jeans as fashion staples to the Italian market. By the late 1970s, Fiorucci’s influence had spread internationally, with its New York City store becoming a hub for trendsetters and a cultural landmark dubbed the “daytime Studio 54.” Celebrities like Andy Warhol and Madonna were frequent visitors, drawn to the store’s unique blend of fashion, music, and art.

As a pioneer in the globalization of fashion, Fiorucci scoured the globe for underground trends, bringing innovative styles such as Brazilian thongs and Afghan coats to a newly affluent mass market. The brand’s iconic advertising often featured bold imagery, such as women’s buttocks clad in skin-tight denim, or playful elements like pink fluffy handcuffs. Fiorucci’s logo, featuring two cheeky angels modeled after Raphael’s cherubs, became a symbol of its daring and whimsical approach to fashion. Despite its success, the company faced financial challenges and went into receivership in 1989, plagued by legal battles and several failed relaunches.

Elio Fiorucci’s passing in 2015 marked the end of an era, but the brand was given new life when it was acquired by Janie and Stephen Schaffer. The Schaffers, known for founding the high street chain Knickerbox, revitalized Fiorucci with an online relaunch and a high-profile campaign featuring Georgia May Jagger. In 2017, a flagship store opened on Brewer Street in London’s Soho, reestablishing Fiorucci as a dynamic presence in the fashion world. This new chapter for the brand was celebrated with a lavish launch party and a commemorative book published by Rizzoli, highlighting Fiorucci’s fifty-year legacy of innovation and style.

Fiorucci’s journey from a small Milanese shop to a global fashion phenomenon is a testament to its founder’s visionary approach and the brand’s ability to adapt and reinvent itself. The evolution of Fiorucci’s logos and tags over the decades reflects its dynamic history and the shifting trends in the fashion industry. From the playful, ornate logos of the 1980s to the sleek, minimalist designs of today, each era of Fiorucci’s branding tells a story of creative transformation and enduring influence. This guide will help you identify vintage Fiorucci pieces, offering a glimpse into the brand’s storied past and its lasting impact on fashion.

90s Fiorucci Italian TV Commercial

How to tell if Fiorucci is vintage from the logo

Fiorucci’s logos have evolved significantly over the years, reflecting changes in design trends and the brand’s own development. Here is a guide to identifying vintage Fiorucci items by their logos.

1980s to 1990s Fiorucci logo

• The logo features only the “FIORUCCI” text.
• The font is bold with a slightly rounded and thick appearance.
• This logo represents the brand’s straightforward and bold aesthetic during the late 20th century.

1990s to now Fiorucci logo

• Two distinct logos were used concurrently during this period.
• One version features the iconic twin angels motif above the “FIORUCCI” text.
• The angels have a classic, almost Renaissance-style illustration, with a serif font for the text.
• The other version is a more minimalist text-only logo, with a modern serif font.
• The font is more elegant and less rounded than the previous decade’s version, showing a shift towards a more refined brand image.

How to tell if Fiorucci is vintage from the tags

Fiorucci, known for its vibrant and playful fashion, has undergone various changes in its tag designs over the decades. Recognizing these tags can help identify whether a Fiorucci garment is vintage. Below is a detailed guide on Fiorucci tags from different eras.

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1970s vintage Fiorucci tags

• Bright and colorful tags with playful designs.
• Often features bold fonts and whimsical elements like stripes or graphics.
• Includes “Made in Italy” indicators, reflecting the brand’s origins.

1980s vintage Fiorucci tags

• Tags frequently include collaboration logos, such as with Walt Disney.
• Designs often feature playful, cartoon-like elements.
• Some tags may have unique stitching or framing elements.

1990s vintage Fiorucci tags

• Tags display the classic Fiorucci logo with angels, which became iconic during this period.
• Combination of bold and colorful designs with practical information like size and country of manufacture.
• Use of various tag materials, reflecting the diverse product range.

2000s vintage Fiorucci tags

• Tags feature a mix of modern and retro elements, reflecting the brand’s evolving style.
• Introduction of more intricate tag designs, often with special edition notes or celebration tags.
• Consistent use of vibrant colors and detailed graphics.

2010s vintage Fiorucci tags

• Modern, clean designs with a nod to the brand’s heritage.
• Use of high-quality materials and sophisticated fonts.
• Inclusion of special issue tags and collaboration tags.