Under the leadership of a new owner, the Italian fashion brand Fiorucci wants to continue its old glory days. The takeover by Swiss-based entrepreneur Dona Bertarelli marks the beginning of an “exciting new chapter in the label’s illustrious history,” Fiorucci announced on Wednesday.
At the same time, it was announced who should shape the future of the brand: CEO Alessandro Pisani is now responsible for the business. He came from the Italian clothing retailer Diesel, where he had held various managerial positions over the past few years.
Francesca Murri plays a key role in the intended “creative reconstruction” of the label. The designer, who has already designed for well-known fashion houses such as Versace, Giorgio Armani, Gucci, Givenchy and Ferragamo in the course of her career, was introduced as the new creative director.
Murri will present her first collection for Fiorucci in September during Milan Fashion Week. For the brand, the planned fashion show is a highly symbolic return to its roots: in 1967, founder Elio Fiorucci opened his first store in the Lombard fashion metropolis.