Brand profile

Fiorucci

Italian label founded in 1967, now owned by Dona Bertarelli and designed by Francesca Murri, known for Angels graphics, prints and denim.

MilanOrigin

UnisexFocus

Y2KStyle

$$$Price

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What to know about Fiorucci

Disco-era graphics are the signature

The cherub Angels emblem and all-over prints came out of 1970s Milan club and disco culture, and still drive the denim, tees, underwear and sweatshirts.

Relaunched under new ownership since 2023

Swiss investor Dona Bertarelli's full acquisition, announced July 2023, moved the label back to Milan under CEO Alessandro Pisani and creative director Francesca Murri.

Aiming at accessible luxury now

Murri, previously at Ferragamo, Versace, Armani, Gucci and Givenchy, returned Fiorucci to Milan Fashion Week and set it at four collections a year.

Known forJeans & denimT-shirts & graphic tees

StyleY2K Streetwear Minimalist / Contemporary

If you like Fiorucci

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74% match

Ksubi

$$$Statement denimSydney, Australia

Party-ready distressed denim with logo attitude

What changes: Australian rock-grunge edge rather than Italian disco nostalgia

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72% match

Guess

$$Retro denimLos Angeles, United States

80s logo denim heritage, sexy and mass-market

What changes: Much broader, cheaper wholesale range

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70% match

GANNI

$$$Printed dressingCopenhagen, Denmark

Playful print-led contemporary womenswear

What changes: Scandi minimal-cute rather than club-culture graphics

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68% match

Marc Jacobs

$$$Logo graphicsNew York City, United States

Graphic youth-line energy under a heritage designer name

What changes: Bigger accessories business and US pop reference points

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Brand facts

Fiorucci is an Italian label founded by Elio Fiorucci in Milan in 1967, known for its cherub Angels emblem, all-over graphic prints, denim, underwear and sweatshirts tied to disco and club culture. Swiss investor Dona Bertarelli completed a full acquisition announced in July 2023, returning the brand to Milan under CEO Alessandro Pisani and creative director Francesca Murri, previously at Ferragamo, Versace, Armani, Gucci and Givenchy. Murri brought Fiorucci back to Milan Fashion Week in September 2023 and repositions it in accessible luxury across four collections a year.

Founded: 1967
Origin: Milan, Italy
Made in: Italy
Price: $$$
Focus: Unisex
Facts checked: September 2026
Styles: Y2K, Streetwear, Minimalist / Contemporary

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