This Forgotten 1970s Italian Brand Is Suddenly So Right for Now

Given denim and slogan T-shirts are the building blocks of many wardrobes in 2018, it makes perfect sense that this is when Italian brand Fiorucci staged a comeback. The forgotten label was one of the buzziest names back in the '70s and '80s—it sponsored the launch party for Studio 54, was an early supporter of Madonna (her brother worked there) and had one of the coolest stores in New York. Andy Warhol wrote in a diary of the shop: "Went to Fiorucci and it's so much fun there. It's everything I've always wanted, all plastic."

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Fiorucci

The relaunched brand has a focus on denim and vintage slogan T-shirts—the nostalgic tees and sweatshirts with the Fiorucci logo and cherubs have been a hit with the likes of Kendall Jenner, Gigi Hadid and Adwoa Aboah. Jeans were always a focus for the original founder Elio Fiorucci, who said in an interview with i-D: "It became one of my obsessions: this idea that women should not wear jeans made for men, but should have their own. Once I returned to Milan I bought a roll of denim, a shrinking, elastic fabric. It became our greatest success. All women lined up to buy our jeans, they wanted to show off their legs while keeping them covered."

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Fiorucci

Many of the pieces in the new collection are reimagined versions of original designs—take the red and white striped T-shirts with the logo in block capitals, which you'll see in the below campaign from the archive, and now on the likes of Adwoa Aboah. Keep scrolling to shop the relaunched Fiorucci items that the fashion crowd has fallen in love with all over again.

Style Notes: Soraya Bakhtiar wears the grey Fiorucci cherub tee tucked into a pair of high-waisted jeans.

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Getty

Style Notes: Chloe Sevingy pairs her white retro cherub T-shirt tucked into classic blue jeans. It's all about the '70s T-shirt tuck.

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Adwoa Aboah

Style Notes: Adwoa's red- and white-striped Fiorucci T-shirt is an exact remake of an original design.

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See? We told you it's the perfect brand revival for 2018.