However one feels about the word “festival” as a descriptor for fashion, there is no denying that a large scale event offers more opportunities to show off one’s personal style… and nobody wants to be seen rocking the same mall garb as that gal in line at the port-o-potties, do they? If you’re still looking to spice up your wardrobe (for Coachella or just for the Summer in L.A.) legendary Italian label Fiorucci has some chic and unique looks to choose from at the Fred Segal Flagship store on Sunset Blvd.
Debuting its SS22 collection and campaign with a vibrant new pop-up space at the store, now through April 30, the brand is offering an exclusive t-shirt to be sold only at Segal, alongside groovy-glam dresses and separates inspired by warm weather frolic and Cali-casual vibes. We caught up with Fiorucci’s Artistic Director Daniel Fletcher (whom you might have seen Netflix’s Next in Fashion competition) to hear about the new energy and feel of Fiorucci since its relaunch in 2017.
LA WEEKLY: When I think Fiorucci I think of the cherubs logo and maybe that Sister Sledge song (“Halton, Gucci, Fiorucci…”) For people who don’t know too much about the brand, how would you describe the vibe, aesthetic, and vision back in its early days and now?
DANIEL FLETCHER: When I think of Fiorucci, I think of it as the ultimate party brand. It’s history is routed in Studio 54 and the legendary parties Elio Fiorucci used to throw at the New York store where Madonna famously played one of her first ever shows (thanks to her brother working on the shop floor and asking Elio if his sister who was trying to make it as a singer could perform there). It’s this history that makes the brand so unique and the collections I’m designing for them today are very much inspired by this free-spirited, anything goes attitude that are all about celebrating life and filled with bright colours and bold graphics.
What makes L.A. and Fred Segal so significant to the brand?
There’s a long history between Fiorucci and L.A. When I was designing this collection I was searching through the archive and found boxes of matchsticks reading Fiorucci Los Angeles which were from the old store on Melrose back in the 80’s, so I’m really glad that with the support of Fred Segal we are able to bring the original angel brand back to the City of Angels.
How does festival ‘lifestyle’ and a Coachella-timed launch play into the current vibe of Fiorucci and what’s next?
Looking through the archive, the connection to our planet and protecting it has always been really important at Fiorucci so this season I wanted to route that in the California desert. I imagined a hedonistic adventure which takes the Fiorucci party to the outdoors so we shot the campaign for it in Joshua Tree and the pop-up opening just so happens to be perfect timing for people to stop by and get their perfect Fiorucci Coachella looks.
Fiorucci Pop-up at Fred Segal, thru April 30; 8500 Sunset Blvd. West Hollywood. www.fredsegal.com/