The re-launched brand has a focus on denim and vintage slogan T-shirts — the nostalgic tees and sweatshirts with the Fiorucci logo and cherubs have been a hit with the likes of Kendall Jenner, Gigi Hadid and Abwoa Aboah. Jeans were always a focus for the original founder Elio Fiorucci, who said in an interview with i-D: "It became one of my obsessions: this idea that women should not wear jeans made for men, but should have their own. Once I returned to Milan I bought a roll of denim, a shrinking, elastic fabric. It became our greatest success. All women lined up to buy our jeans, they wanted to show off their legs while keeping them covered."

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