Shift - Fiorucci X Endless: revisiting Fiorucci’s roots

ANASTASIYA KOKHANCHUK, Shift London, October 10, 2019

Once known as the daytime Studio 54, Fiorucci revives creative culture with its first artist collaboration since that of Andy Warhol and Keith Haring

 

Fiorucci has partnered up with street artist Endless for a limited collection. The launch took place at Fiorucci’s flagship store on Brewer Street, London, on October 3; to a room full of excited influencers.

 

 

 

Co-owner of Fiorucci Janie Schaffer, said: “I feel for me collaborations are now key. For us when we bought the brand, it was natural to go to the heritage of the brand and go back to the music and fashion.” The pieces featured centre around four celebrities: Winnie Harlow, Georgia May Jagger, Gigi Hadid and Justin Bieber.

 

Brand representative Sindy Smith, said the collection comprises: “T-shirts, 100 were produced, but we might see another run of these, 15 exclusive skateboard decks, four original canvas paintings, the exclusive fanzines and stickers.”

 

 

Co-founder Michael Howes of Distassi Art, an introductory art service, which brings clients and artists together, expressed that: “Endless has gone from strength to strength.” He continues: “Right now he’s in some of the biggest collections and in the most prominent galleries out there. He’s someone who I have to say at this stage is really coming up as an exciting artist in the British street art scene.”

 

 

 

In the 70s and 80s, Fiorucci hosted the likes of Sofia Coppola and the young Marc Jacobs. It was there at the start of Madonna’s career, as she performed at its 15th anniversary bash. Once a haven for celebrity clients, the enigmatic store needed a fresh start.

 

Endless’ collaboration with Fiorucci has opened a new space for artists and designers to work together with the Italian fashion brand. Schaffer said: “The next stage is meeting young fashion designers. I feel that the future is to build a foundation where we can build a solid base off and then start to collaborate over time. I think having something that is interactive is really exciting.”

 

Buy the collaborative pieces in-store at Fiorucci, Brewer Street, W1F 9UD, and limited edition art at www.distassiart.com