Fifty years after its founding by Elio Fiorucci in 1967, the iconic Milanese fashion label is entering a new phase of ingenuity. Published to coincide with the fiftieth anniversary of the label and the glittering unveiling of its new collection and retail stores, this book is a tribute to the history of a pioneering brand and a celebration of its colourful future. Bright, colourful, sexy, and irreverent, Fiorucci came to define more than any other brand the fashion of the 1980s. Famous for scouring the world to bring vibrant elements of global underground culture into their designs, Fiorucci is responsible for defining the extravagant palette of the post-punk era, with neon and fluorescent tones, iridescent spandex and stretch denim, bringing the influences of pop art and pop culture to bear on fashion for the first time. Now relaunched under the direction of impresarios Janie and Stephen Schaffer, Fiorucci continues to surprise, shock, and impress. In the spirit of Fiorucci itself, this delightful book is a bright and intoxicating tour through everything from the first leopard-print patterns to the new designs defining the future of this iconic brand.