Fiorucci

Elio Fiorucci created his namesake brand in 1967 as a way of celebrating creativity in all its various forms. Established in Milan but inspired by London and New York, the label was heavily influenced by the art and music of the era. Fiorucci began with clothing for women and has since evolved to include menswear and accessories.

The brand has one serious history of innovation. It's credited with bringing thongs from Brazil to the mainstream lingerie market and creating the first stretch jeans. A series of designer collaborations and celebrity endorsements helped launch the label globally and establish it as the creative design force it is today. Fiorucci re-launched in 2017, but its original roots are still evident in current offerings.

The Italian-style women's fashion label is famous for its iconic cherub branding, which you'll find displayed on most of its range. Cropped hoodies and cotton sweatshirts are permanent fixtures in the collection, as are its jeans and printed denim trousers. Colours change seasonally but tend to lean towards the side of daring, from pastel blue and pink tones to bold greens and reds. In our selection, pop-art patterns and retro flared hemlines all help to add that element of fun for which Fiorucci women's clothing is famous.