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Fiorucci

This report documents what Fiorucci publishes about its ownership and supply chain — see the sourcing and transparency sections below. Fiorucci’s supply-chain transparency is rated 2 out of 5.

Fiorucci’s product range has not been scanned product-by-product to the Throne Standard, so no whole-catalogue fibre percentage is shown here — a headline fibre figure is only published once 100% of a catalogue has been read.

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2/5 · Mostly unnatural · 41.5% plant fibre · 493 styles scanned
493 styles%
100% plant fibre41.5%
Animal fibre19.6%
Synthetic33.7%
Semi-synthetic5.1%

493 Styles Scanned

2026-08-04
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About Fiorucci

Fiorucci’s current relaunched collections are positioned by the company as “100% made in Italy,” part of Dona Bertarelli’s strategy to reposition Fiorucci in the accessible-luxury Made-in-Italy segment, with the brand headquartered in Milan. Historically, Fiorucci set up its own manufacturing operations in Italy around 1970, but during decades of foreign ownership (Japanese owners Edwin/Itochu, and UK-based Schaffer ownership) production locations are not consistently documented. The current “made in Italy” statement is the brand’s own positioning claim reported in trade press (FashionNetwork), not an independently audited or certified sourcing disclosure.
Fiorucci is an Italian fashion label founded by Elio Fiorucci (1935-2015), who opened the first Fiorucci store on Galleria Passarella in Milan on 31 May 1967. Fiorucci is not independent; it has passed through many owners: Benetton held a stake in the 1980s, the company went into administration in 1989, was rescued by Carrera S.p.A. (the Tacchella brothers) and later sold to the Japanese jeans maker Edwin Co., then to Japanese trading house Itochu. In 2015 Fiorucci was sold to Janie and Stephen Schaffer (Janie a former Victoria’s Secret executive), who ran it from London. Fiorucci is now owned by Swiss investor, entrepreneur and philanthropist Dona Bertarelli, who had been a minority stakeholder from 2017 and acquired 100% of the brand and its archives via her family office in October 2022; she closed the London shop and moved corporate operations back to Milan, Italy. The relaunched Fiorucci is led by CEO Alessandro Pisani (former Diesel brand director) and creative director Francesca Murri.
Yes, Fiorucci is a real, currently-trading, legitimate fashion business. It operates an official online store, staged ready-to-wear runway shows (Spring 2025 in Milan, Autumn/Winter 2026 “Memorie” at London Fashion Week), reopened its historic Milan store as a virtual AR pop-up in March 2025, ran a pop-up in Ibiza in September 2025, and released a Pre-Autumn 2026 collection. This is the fashion/clothing label founded by Elio Fiorucci, distinct from same-name entities such as the Italian food company Cesare Fiorucci.
Fiorucci is not classic ultra-fast-fashion, but neither is it documented as certified slow or small-batch. Under Dona Bertarelli’s 2022 relaunch, Fiorucci is repositioned as an “accessible luxury,” Made-in-Italy brand selling through high-end multibrand wholesale (targeting roughly 300 stores by 2026) plus its own e-commerce and pop-ups. Historically (1970s-1980s) Fiorucci was a mass-market, trend-driven label that helped create the designer-jeans market. There is no verified evidence of on-demand or micro-batch production, nor of the rapid high-volume drop model characteristic of fast fashion.
So Fiorucci is a mixed-material brand, not a natural-fibre one.
How we scan. Every figure comes from the Throne Standard scan: we read the fibre composition off each live product, style by style, and count only single-fibre plant cloth (cotton, linen, hemp) as natural. Animal and plastic-based synthetic fibres sit outside the plant-fibre figure, and regenerated fibres such as viscose, rayon, modal and Tencel are counted as semi-synthetic.

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