Elio Fiorucci, who introduced stretch jeans to the world was found dead at the age of 80 in his apartment in Milan on Monday morning, found by the medical personnel. Other than for stretch jeans, the Italian fashion designer was well-known for his use of fluorescent colours.
Fiorucci got into the fashion industry at the age of 17 when he started working in his father’s shoe shop, he then ventured off and opened a shop of his own in 1967. The interesting part about his shop was that you could find almost anything there from kitchen and products to rugs and fashion items. It didn’t take long for him to end up in the spotlight and he started hanging out with big names such as Andy Warhol, Madonna and more.
In 1970, the designer introduced the form fitting stretch jeans earning nods all around the world. The inspiration behind the well-known denim item had everything to do with his trip to Ibiza. There, he got the idea as he saw how wet jeans looked better on women as they hugged their figure and showcased their curves and he wanted to copy the same effect.Twenty years later, Fiorucci sold his company to a Japanese group, but launched a new brand, ‘Love Therapy’.
While he may be gone now, he will never be forgotten in the fashion industry. He was the one who managed to revolutionise the denim industry, bringing back focus to curves while the fashion industry was ruled by models like Twiggy. He was a creative and flamboyant soul who cared deeply about animal rights. Giorgio Armani had nothing but kind words to say about his fellow colleague, “Elio Fiorucci has been one of those incredible people who marked the story of Milan, interpreting its rebel, curious spirit. He was always ready to take some risks to really understand his time.”