Elio Fiorucci, the king of stretch jeans, died today at the age of 80 at his home in Milan.
He started his label in 1967, and after initially designing mod pieces inspired by the London scene Fiorucci was inspired. During a trip to Ibiza, he was impressed with the way wet jeans fit a woman’s body and wanted to reproduce this effect.
It was a time of waif models like Twiggy and Fiorucci introduced his stretch jean silhouette to show off a woman’s curves. He also used bright and fluorescent colors in his innovative designs. Once the 1970s hit, his designs spread globally, and he opened a store in New York City on 59th Street. Celebs like Andy Warhol, Liz Taylor, Bianca Jagger and Cher all bought his designs. Fiorucci's sexy campaigns were as iconic as his jeans.
Fiorucci sold his company in 1990 to a Japanese firm and started a new brand, Love Therapy.