Experience the ‘California Dreaming’ with the latest Fiorucci collection

With a retro feel, the Fioruci brand revives the Los Angeles lifestyle.

The designer Daniel W. Fletcher has sought to revive the link between the brand and the Fiorucci and the Californian city of Los Angeles for the brand’s Spring/Summer 2023 collection. The campaign focuses on California-inspired styles, especially designs ideal for the desert.

Fletcher has revealed that while searching Fiorucci’s archive for this season, he discovered a series of photos from an event at the Beverly Hills store in the 1970s for the release of Blondie’s Parallel Lines album. Los Angeles is a central part of Fiorucci’s history and Fletcher is fascinated by the stories of the brand’s wild era in the store that occupied the Beverly Theater, where Andy Warhol and Joan Jett hung out while the music blared. The designer wanted to celebrate this important part of Fiorucci’s history and also to highlight the new generation of creatives that are part of the brand’s family today.

The color palette of the collection includes soft shades such as muted peach, sage green and lilacwhich contrast with bold shades such as lemon yellow, fuchsia, vibrant teal and lime. The fabrics cover a broad spectrum: silk shirts are combined with knitted vests with the emblematic Fiorucci Angels patches.While the knitwear conveys the spirit of the collection through classic Fiorucci intarsia and crochet ensembles. Archival prints, dating back to 1967, feature scribbled logos, heirloom monograms and youthful zebra motifs in a wide variety of warm-weather-ready styles.