Associated with New York 70s cool, Fiorucci’s Lexington Avenue store was known as the ‘daytime Studio 54’—but there’s no time like the present for a relaunch of this playful heritage brand

This article titled “Fiorucci: why the disco-friendly label is perfect for 2017” was written by Lauren Cochrane, for on Wednesday 22nd March 2017 15.34 UTC

In the late 70s, the Fiorucci store on New York’s Lexington Avenue was regularly referred to as the “daytime Studio 54”, partly for its clientele, which included Keith Haring, Calvin Klein and a young Marc Jacobs, as well as for the presence of Andy Warhol who, at one point, had his office in the shop. A 16-year-old Madonna played her first gig there. Photographer Maripol was the store manager. At the Milan store, meanwhile, Haring was charged with painting the walls. It’s this spirit of good times and DayGlo creative energy that Stephen and Janie Schaffer – the new owners of the brand – want to get back to with their relaunch. “What we are trying to do is create the Fiorucci of the future,” says Stephen.

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