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The revival of Fiorucci: In Conversation with Janie Schaffer

CEO Janie Schaffer discusses the rich history and relaunch of the iconic Italian label

Janie Schaffer overview:

Janie Schaffer & Stephen Schaffer launched lingerie chain Knickerbox back in 1986 with the first store on Regent Street, London. By 1995 with Knickerbox consisting of 140 stores across Britain, Europe and the Far East, the duo decided to sell the business. Janie Schaffer continued in the intimates industry and consulted for The Oasis Group , developing and launching the Odille lingerie line.

In 2008 she relocated to NY to become Chief Creative Officer with Victoria’s Secret. She spent 6 years leading the creative direction of the US retailer across all areas of the business including lingerie, sleepwear, beach lifestyle & activewear. Janie & Stephen Schaffer have now re launched the iconic Italian fashion brand Fiorucci, one of the last remaining heritage brands with global recognition. In September the launched a retail website and three storey flagship store on Brewer Street in London. in September during London Fashion Week.

About Fiorucci:

The designer Marc Jacobs called it ‘a bazaar of cool things’, celebrated novelist Douglas Coupland found it ‘mind-blowing’ and Oscar winning film director Sofia Coppola, who discovered it at the age of 12, has revealed: “My life has never been the same again”. The Fiorucci brand was many amazing things to many people. Elio Fiorucci launched the brand in 1967 and quickly built it to be the most dynamic and exciting fashion label of the 70’s & 80’s. Famed for its fashion forward designs, graphics, colours and exciting stores, the phenomenon of Fiorucci went global with stores in most major cities and a VIP celebrity brand fans which included everybody from Jerry Hall to Twiggy, Rod Stewart and Bianca Jagger. Fiorucci stores were described as being like ‘nightclubs with the lights on’, ‘a day time studio 54’ which captured the characters, the fashion, the art and the passion of a brand that is now being taken into the 21st century by joint CEOs Janie & Stephen Schaffer.

Sun 25th Feb
at 1:15 pm


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