It doesn’t get more Italian - or iconic - than Fiorucci womenswear. Hailed as a pop culture institution in itself and, of course, the inventor of stretchy denim, the Italian powerhouse’s influence cannot, and should not, be understated. Shapeshifting across our Fiorucci women’s collection, the brand’s signature baby-faced angels can be found on everything from supermodel-approved cropped tees and relaxed sweatshirts to baseball caps and purses. Tap into this season’s love of retro track styles with Fiorucci Sport pieces, or make an impact on the dance floor in vivid printed separates. Fiorucci was established by none other than Elio Fiorucci in 1967, after the son of a hat maker returned to Milan from an inspiring visit to London’s Carnaby Street. Fiorucci’s eponymous label was founded on creativity, invention and excitement, values which inform the brand’s vivacious designs to this day. The label’s lively Manhattan store opened its doors in 1976 and was quickly known as ‘a daytime Studio 54’ - a haven for artists, designers, celebrities and anyone who just wanted to dance in the day. Decades on, Fiorucci is still a party to which everyone’s invited, a dreamlike destination where fashion, art and music merge. After its relaunch in 2017 by Stephen and Janie Schaffer, Fiorucci womenswear has revived its reputation for creativity, youthful irreverence and carefree optimism. Enjoy life in sparkling technicolour with our Fiorucci women’s collection at UrlfreezeShops, which showcases the label’s vibrant spirit through statement prints and nostalgic branding. Did someone say environmentally conscious future? In a move towards just this, 95% of Fiorucci’s cotton styles are now crafted from organic fibres.