Daniel Fletcher exits Fiorucci
©Photo: Morgan Hill-Murphy

Daniel Fletcher exits Fiorucci

June 23, 2023
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Renowned menswear designer Daniel Fletcher is set to exit his role as the artistic director of the iconic Italian fashion brand, Fiorucci, by the end of June.

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Born from the dynamic and creative atmosphere of Central Saint Martins, Fletcher first grasped industry attention in 2016 with the launch of his eponymous label. He made headlines by swapping a traditional runway show for an anti-Brexit protest, demonstrating not only his flair for fashion but also his ability to intertwine politics with aesthetics.

His talent didn’t go unnoticed, and he soon gained a broader fanbase after emerging as a runner-up on the hit Netflix reality show “Next in Fashion“. His appointment as menswear artistic director of Fiorucci soon followed, just a month before the airing of the popular reality show in January 2020.

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Under Fletcher‘s guidance, Fiorucci underwent a significant transformation, extending its product offerings beyond the staple denim, sweatshirts, t-shirts, and angel-themed merchandise, to explore the realm of ready-to-wear. This expansion was undoubtedly a reflection of Fletcher’s personal brand ethos and aesthetic, as he continuously pushed the boundaries of design at his own label, Daniel W. Fletcher.

While at Fiorucci, Fletcher remained committed to his own brand, regularly debuting collections in London. Most recently, Fletcher launched a noteworthy collaboration with Huntsman as part of the fall 2023 collection, presented at the Royal Academy of Arts in London. This collaboration with the esteemed Savile Row tailor marked a strategic upscale shift for the Daniel W. Fletcher brand.

Historically, Fiorucci has stood as a pioneering fashion label, the brainchild of Elio Fiorucci over half a century ago. The brand’s first retail space in Milan’s San Babila district was revolutionary, shattering the traditional fashion retailer structure to combine design, art, music, books, unique merchandise, and even food under one roof. Following decades of swift and prosperous international growth, establishing a presence in the U.S., Europe and Asia, the brand encountered financial difficulties, resulting in numerous changes in ownership.

Further announcements pertaining to Fletcher’s future plans and updates from Fiorucci will be disclosed in due course. An amicable parting of ways, Fletcher’s departure underscores a dedication to his own brand while respecting the shared history with Fiorucci. Resort 2024 will mark Fletcher’s final collection with the brand, rounding off his era of direction with style and flair.

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