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In 1968 Fiorucci looked East for inspiration, buying cheap T-shirts from India, and turning rice sacks into bags.and was financed by an investment from the Standa department stores, part of the Montedison group.One day in 1962, Elio came up with the idea of making galoshes in bright primary colours whilst working at his father's shop.

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Fiorucci is an Italian fashion label founded by Elio Fiorucci in 1967.

The first shop exposed Milan to the styles of Swinging London and American classics such as the T-shirt and jeans.

He has also set up a brand of his own called Love Therapy, and designed for Agent Provocateur.

In March 2003, Elio Fiorucci announced that after 36 years, he was closing the doors to his historic shop in Corso Vittorio Emmanuele, Milan.

Meanwhile the brand continued to thrive in Europe, and regained some of its former notoriety in 1995 with a poster campaign for its jeans featuring a naked woman's buttocks and pink furry handcuffs, which became instant bestsellers.

Although Elio Fiorucci retained creative control during the Edwin era, they are protective of the Fiorucci trademarks, and have taken legal action against H&M in the US when Elio designed their Poolside line.The label popularised camouflage prints and leopard-skin prints before creating the designer jean market with the invention of stretch jeans.The iconic advertising usually featured a woman's buttocks in skin-tight denim, or in one case obscured by pink fluffy handcuffs, whilst the company logo is two cheeky angels modelled after Raphael's cherubs.Other employees included Madonna's brother Christopher Ciccone, Terry Jones of i-D magazine fame, Oliviero Toscani, who shot many of the famous Benetton ads, In May 1979 cartoon/graffiti-based artist Kenny Scharf had his first solo exhibition in the New York City store, called "Fiorucci Celebrates the New Wave" and featured his colorful, retro-futuristic "Estelle Series." The opening included a performance by Klaus Nomi, the new wave opera singer.In 1978 they were the first fashion house to license their name for a collection of sunglasses, whilst in 1981 a Disney licence led to a highly successful range of clothes emblazoned with Mickey Mouse.However, mismanagement of the company led to receivership in 1989, and since then the brand has been dogged by legal battles over the trademarks, and several relaunches have failed to make much impact.

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