Title
Fiorucci

Designer
Italo Lupi

Firm
Studio Lupi

Year
1981

Client
Fiorucci

Medium
Mark

Notes
Emblem and logotype for Elio Fiorucci’s fashion brand. Lupi combined a late-Neoclassic logotype—set in Didot Compressed—with an English illustration portraying two cherubs, that he took from a Christmas postcards of the Victorian era. “I chose that image because it was completely different to what Fiorucci was doing in fashion” (Italo Lupi). The image was indeed different from the 1970s mainstream images and such a coup de théâtre perfectly communicated the expressive freedom and creativity of Fiorucci. The emblem soon became a world-famous pop icon associated with Fioruccism, reworked and reused everywhere again and again. Designed with the assistance of Mirella Clemencigh.

Tags
Illustration