White Milano, WHITE celebrates the return of Fiorucci as special guest.

In 2015 the label was acquired from Edwin Jeans by Janie and Stephen Schaffer, who now own the recently digitalised archive and original artwork.

For the first time since the relaunch, Fiorucci is again protagonist in Milan with a scenographic special area at White, Via Tortona 27 Superstudio Più, where the label introduces the new S/S 2019 collection to international buyers and press.
Additionally, the A/W 2018 collection is up for sale in a pop-up store in the new location of White, Tortona 31 Archiproducts.

“Fiorucci was the first lifestyle brand and concept store that mixed music, art and fashion into one big optimistic brand. With the first ever Fiorucci store opening in Milan, we are proud to partner with White Milano to bring this famed Italian heritage brand back to its roots” affirms - Janie Schaffer Fiorucci’s owner.

So Massimiliano Bizzi, founder of White: "Just like Fiorucci, White was born in Milan with the goal of bringing fashion to people through an unconventional format and approach. Not only do we aim to pay tribute to a great innovator, who has always inspired me with his vision, we are also thrilled to contribute to the brand’s return and re- launch, which is going to start right here at White Milano."