Cult '70s Label Fiorucci Is Back With a London Pop-Up

Before there was Dover Street Market, there was Fiorucci. The iconic denim brand was known for creating immersive experiences so much so that its NYC boutique was dubbed the “Daytime Studio 54.” A favorite among cultural shakers such as Andy Warhol and Madonna, the brand is credited to have popularized leopard print, camo print and designer jeans with its provocative and Cherub-filled ads promoting youthful irreverence and disco culture.

As 2017 marks Fiorucci’s 50th anniversary, the brand is coming back via a pop-up store in London’s Selfridges. Accompanied by a website and Instagram account launch, the New Fiorucci line will offer a range of graphic T-shirts, logo bombers, jumpers, dungarees and boiler suits. The pop-up event will also host in-store customizations and embroideries for the full Fiorucci experience.