By  on July 27, 2017

LONDON — Fiorucci is steaming ahead with its multimillion pounds relaunch, with a slew of new fashion industry hires and plans to open a store on Brewer Street in Soho during London Fashion Week in September.Fiorucci has hired talent from houses including LVMH Moët Hennessy Louis Vuitton, Burberry, Michael Kors and Kenzo. Annabelle Lacuna and Max Hörmann, who worked together for four years at Kenzo, are heading the design team."When you go and have a look at the Fiorucci archive, you discover the imagery, the audacity of the clothes and Elio's vision of a modern brand,” said Lacuna, referring to the founder Elio Fiorucci, who died in 2015.Priya Downes, who previously worked at Burberry, Chanel and Tommy Hilfiger, has been named head of merchandising, while Antonio Guerra will become product development manager, having worked at Pringle of Scotland, Kilgour and Jonathan Saunders.John Spriggs, Fiorucci’s director of wholesale, was formerly director of sales for accessories at Michael Kors, while the new finance and operations director Frankie Herbert had previously spent six years at LVMH.They will report to co-chief executive officers Stephen and Janie Schaffer, who acquired Fiorucci in 2015. The business partners set up the high British street chain Knickerbox in the Eighties.In September, Fiorucci will have a new home in Soho, a three-level destination shop, and there are plans to open a second store in New York in spring 2018, according to the company.The brand was founded by Fiorucci in Milan in 1967, and during the Seventies and Eighties popularized the trend for camouflage and leopard skin prints and colored and stretch jeans.Over the years it also became synonymous with the disco era. The Milan shop in the Galleria Passarella near Piazza San Babila was always a pulsating hub of color under the austere gray arcades of Corso Vittorio Emanuele II.Stockists include Barneys New York and Opening Ceremony, 10 Corso Como in Milan and Selfridges in London. It is also operating a pop-up online shop at Fiorucci.com.Earlier this month, the brand launched a poster campaign in London, Milan and New York with images of Georgia May Jagger, snapped by Joshua Wilks.

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