The strength of any successful brand lies in its identity. Because of it, the FIORUCCI brand has been able to remain young for more then four decades, always setting the pace for the latest products and fashion trends, fulfilling young consumers desires and needs.

Before stores   knew the concept of " total look” or of  "life style”, when youths were starting to seek social, political and existential changes, the Fiorucci shop in Milan`s San Babila, became the focus of new ideas and novelties.

It was, in fact, the first multi-product mini-dept.store ever conceived; selling not only clothes, but also accessories and even gadgets, food and drinks, in an ambiance created by music, smells, fun, excitement, transgression.  Stores have since sprouted all over the world, in New York, London, LA, Paris, throughout Europe and Italy.

Generous in the abundance of ideas, provoking and ironic in its communication, revolutionary in its   presentation, the Fiorucci style  - or rather that humorous, free, sensual and individual "life-style MIX” has since been loved by consumers, sought by stars and personalities, but also affordable for many.



MODNAYA SKAZKA company represents FIORUCCI brand in Russia.