×
205
Fashion Jobs
PAUL SMITH
Junior Art Director - Japan
Permanent · TOKYO
STEPHANIE JACKSON RECRUITMENT.
Supervisor - Watches / Diamonds
Permanent · LONDON
PAUL SMITH
Franchise Sales Executive - Womenswear
Permanent · LONDON
THE POP GROUP
Account Manager
Permanent · LONDON
LEVI'S
Key Account Manager
Permanent · London
DUMEBI
Studio Assistant Intern
Internship · LONDON
SPOT ON MINDS LTD
Studio Intern - Luxury Brand (Part-Time - Remote Work Optional)
Internship · LONDON
THE KOOPLES
Sales Assistant Edinburgh - Part-Time (20h)
Permanent · EDINBURGH
THE KOOPLES
Sales Assistant Edinburgh - Full Time
Permanent · EDINBURGH
THE KOOPLES
Concession Manager Edinburgh
Permanent · EDINBURGH
GUCCI LIMITED
Gucci Client Advisor
Permanent · LONDON
GUCCI LIMITED
Gucci Client Advisor
Permanent · LONDON
YVES SAINT LAURENT UK LIMITED
Sales Associate
Permanent · LONDON
SPOT ON MINDS LTD
Assistant to The Creative Director (Part-Time - Remote Work Optional)
Internship · LONDON
PYOU
E-Commerce Manager - Fashion Luxury Brand
Permanent · LONDON
NEW BALANCE
Store Manager - Bridgend
Permanent · Bridgend
CLAUDIE PIERLOT UK
Sales Assistant - 18h - Temporary - Bicester m/f
Fixed-term · BICESTER
STORM LONDON
Social Media And Marketing Intern
Internship · LONDON
SARVIN
Luxury PR & Fashion Design Internship
Internship · MANCHESTER
STEPHANIE JACKSON RECRUITMENT.
Sales Associate (Bicester Village)
Temp/seasonal · BICESTER
LEVI'S
Stock Room Associate
Permanent · Ellesmere Port
LEVI'S
Sales Stylist - 8 Hours
Permanent · Banbridge
Published
Sep 17, 2017
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Fiorucci debuts London flagship as brand revival gets serious

Published
Sep 17, 2017

Fiorucci slipped its comeback into a higher gear at the weekend, swapping its pop-up strategy for the opening of a permanent physical store.


Fiorucci product on sale includes the popular T-shirts and items like phone cases



Launched with a party on Friday evening, London Fashion Week’s opening day, it got down to the real business of selling on Saturday as it put on its best clothes and worked hard to attract passers-by on Brewer Street.

Despite a relatively low-key exterior, inside the store has managed to retain much of the emporium feel that Fiorucci’s Milan flagship had in its heyday. It’s a buzzy, colourful store and seemed busy on day one.

"Very pleased with the opening response” was what we were told and it certainly looks like shoppers were buying as well as browsing.

Janie and Stephen Schaffer, joint CEOs and formerly the couple behind Knickerbox, acquired the brand two years ago. They plan to open in New York and Milan, tow key cities for the brand in the past, at some point. And they are heavily backing the idea of the physical retail store as an experiential space that will be able to tempt visitors through its doors, despite the rise of online.


Fiorucci's exterior is low-key but inside is a buzzing emporium



There’s certainly plenty to keep people entertained in the three-storey London space from a giant circular bed in the lingerie department to a cocktail bar. Then there’s the product, mixing apparel and accessories from the popular Fiorucci angels T-shirts, jeans, underwear, quirky phone cases and other lifestyle pieces.

The strength of the Fiorucci name and the appeal of such items has already been proved this year with pop-ups in Barneys in New York and in Harrods and Selfridges in London with the denim and T-shirts reportedly selling strongly.
That has certainly helped get attention for the label with Gigi Hadid and Kendall Jenner both recently seen sporting Fiorucci, and Georgia May Jagger also being spotted wearing the brand (understandably as she fronts its ad campaign.)


There's a lot to discover in the new store



In a world obsessed by designer labels, it’s interesting to see a more affordable fashion line generating such a buzz.
And it’s also interesting to see it opening on Brewer Street in particular. While embedded in Soho and in close proximity to Regent street and Carnaby, it’s still not quite established as a must-visit fashion shopping destination.

But Fiorucci’s opening will help it get closer to being one. And Champion (fresh from its Vetements collaboration) has just opened almost opposite too, so the transformation of Brewer Street really is gathering pace.

Copyright © 2021 FashionNetwork.com All rights reserved.