Fiorucci's Desert Oasis at Fred Segal

Fiorucci's Desert Oasis at Fred Segal

Fiorucci's Desert Oasis at Fred Segal

Fiorucci launches a pop-up at Fred Segal to debut SS22 collection arrival.

Fiorucci launches a pop-up at Fred Segal to debut SS22 collection arrival.

Text: Camilia Fateh

Fiorucci, the iconic Italian fashion house, is introducing its SS22 collection and campaign to Los Angeles’s cult favorite concept store, Fred Segal. The brand will be taking over the Fred Segal pop-up space on Sunset Blvd from April 1-30th, just in time for Coachella and festival season. 

The installation is true to the brand’s whimsical core identity - Fiorucci has been long hailed for combining art, fashion and music in an all-encompassing creative experience. Since they opened their flagship store in London in 2017, the brand’s relaunch has skyrocketed in popularity for its vibrant designs and classic 70’s silhouettes.

Campaign imagery was shot by Marcus Cooper in Joshua Tree, California, embodying the spirit of West coast living and Hollywood’s heyday in the 1970s. The works are dedicated to the Californian desert, inspired by works from the Fiorucci original archive. “I wanted to take a trip through Fiorucci’s hedonistic past with a collection inspired by its 1970s beginnings, which can be seen in the archive palm prints and sexier silhouettes reflecting the party spirit of the brand, but all still rooted in its connection to the earth,” said Daniel Fletcher, Artistic Director of Fiorucci.

Fletcher combines earthy jewel tones reminiscent of the desert heat with Ibiza-inspired crochet knits to create a collection that exudes blissful escapism. “In timeless Angeleno style, the collection includes unstructured patterned silk pieces, old-Americana-inspired cotton jersey, and embroidered denim. Fiorucci will also launch an exclusive Fred Segal t-shirt for the pop-up.

“There’s a long history between Fiorucci and LA and I’m really glad to be able to celebrate that with the opening of our Fred Segal pop-up and for the original Angels brand to be back in the City Of Angels,” said Fletcher.

Credits: All images courtesy of Fiorucci and shot by Marcus Cooper.

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