1975 Photo: Oliviero Toscani for Fiorucci Poster. Available for Sale.

1975 Photo: Oliviero Toscani for Fiorucci Poster. Available for Sale.

In context and honor of The (Covid-19 cancelled) Brooklyn Museum of Art exhibition ‘Studio 54: Night Magic’ March 13–November 08, 2020, we look at this era with wonder, love, and artifacts with a particular look at The House of Fiorucci 1979-1983, and its broader influence.

The Museum states…“Studio 54: Night Magic” traces the radiant history, social politics, and trailblazing aesthetics of the most iconic nightclub of all time. Behind the velvet rope, partygoers of all backgrounds and lifestyles could come together for nights of music, dazzling lights, and the popular song and dance “The Hustle.”

Following the Vietnam War, and amid the nationwide Civil Rights Movement and fights for LGBTQ+ and women’s rights, a nearly bankrupted New York City hungered for social and creative transformation as well as a sense of joyous celebration after years of protest and upheaval. Low rents attracted a diversity of artists, fashion designers, writers, and musicians, catalyzing the invention of new art forms, including musical genres such as punk, hip-hop, and disco. In a rare societal shift, people from different sexual, sociopolitical, and financial strata intermingled freely in the after-hours nightclubs of New York City. No place exemplified this more than Studio 54”…!

Our exhibit ‘Studio 54 via Fiorucci’ reads in English as Studio 54 through/by way of Fiorucci but in fact we present this exhibit in the Italian sense of ‘Studio 54 via Fiorucci’. ‘Studio 54 via Fiorucci’ translating as Studio 54 Fiorucci Street. We present this exhibit in both dual meanings. Both were only blocks away from each other. Studio 54 opened April 26, 1977 with Fiorucci as sponsor of the event that presented the Alvin Ailey Dance troupe dressed by Fiorucci. Both opened less than a year apart. Both heralded a new consciousness in Fashion, Art, Music, Society and the mixing thereof. Through Fiorucci we see Studio 54 and vice versa. We celebrate this! As such, explore with us!

1979. A Night at Studio 54 LP. I have a Mint unopened copy for Sale.

In addition to the dance and fashion aspects of the disco club scene, by the late ‘70s, most major U.S. cities had thriving disco club scenes, and DJs would mix dance records at clubs such as Studio 54, The Loft, and Paradise Garage, in New York City. Discothèque-goers often wore expensive, extravagant and sexy fashions. There was also a thriving drug subculture in the disco scene, particularly for drugs that would enhance the experience of dancing to the loud music and the flashing lights, such as Cocaine. The relationship of cocaine to 1970s disco culture cannot be stressed enough, during the 1970s, the use of cocaine by well-to-do celebrities led to its "glamorization" and to the widely held view that it was a "soft drug". Disco clubs were also associated with cross cultural and Gay liberation a reflection of the larger sexual revolution of the 70’s.

1977. Beautifully framed Merck Medical Cocaine. Beautifully minimal and pure! Available for sale.

1977. Beautifully framed Merck Medical Cocaine. Beautifully minimal and pure! Available for sale.

c.1978 recalled McDonald’s Cocaine spoons. Available for Sale.

c.1981. Rare. Fiorucci Farrah Fawcett Sticker (5.5” x 8.75”). Available for sale.

1976. One of my Favorite Disco Record covers! Sooo Sexy sooo Disco!

1978. Bethann Hardison and Daniela Morera, in feathered masks, with the designer Stephen Burrows at Studio 54.

EVERYBODY !!!! AT 54…

EVERYBODY !!!! AT 54…

“The first time I went — I don’t know how on earth we got in, I guess we looked pretty cute — we were 17 years old, and it was the night of my senior prom. I didn’t go to prom, I went to Studio 54 instead”
— Michael Kors
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1977. Woman in Red (Valerie LeGaspi). Photo: Rose Hartmann.

1977. Woman in Red (Valerie LeGaspi). Photo: Rose Hartmann.

Aug. 1974. Andy Warhol’s Interview. Available for sale.

Halston, Gucci, Fiorucci !
— Sister Sledge, 1979

March 1974. Andy Warhol’s Interview. Available for sale.

c.1975. Sergio Rossi Milano. A shoe typical of Disco. Available for Sale.

c.1975. Sergio Rossi Milano. A shoe typical of Disco. Available for Sale.

The brand Studio 54 was so strong they made jeans that competed with Calvin Klein & Gloria Vanderbilt!

1980 Calvin Klein Jeans Commercial with Brooke Shields

1982. Diana Ross. Silk Electric. Artwork: Andy Warhol. 24” x 24” inches RCA promo. Available for sale.

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c.1980. Original Studio 54 VIP passes framed. Available for Sale.

c.1980. Original Studio 54 VIP passes framed. Available for Sale.

1978. Andy Warhol’s design for VIP drinks, acrylic and silkscreen ink on linen.

c.1979. Fiorucci ‘Panini’ original sticker Lucite framed (3.5” x 5” frame). Available for sale.

c.1980 Fiorucci shopping bag

Michael Kors Fall 2019 Capsule Collection ‘Studio 54’.

Michael Kors Fall 2019 Capsule Collection ‘Studio 54’.

Michael Kors Fall 2019 Capsule Collection ‘Studio 54’.

Michael Kors Fall 2019 Capsule Collection ‘Studio 54’.

Michael Kors Fall 2019 Capsule Collection ‘Studio 54’.

1977, ‘Studio 54 Opening Night Poster‘ (Holovision), 74 x 102cm (29” x 40”inches). RARE. Studio 54 / Fiorucci. Poster made for The April 26, 1977 debut of Studio 54! The evening was Sponsored by Fiorucci NYC. The evening included the Alvin Ailey Dance Troupe dressed in Fiorucci designed by Antonio Lopez. This poster Produced for Fiorucci by Steve Lawrence (Creative Direction?). Poster imagery is from Christian Piper (German, 1941-2019. Worked in 70’s NYC for Milton Glaser Studio. Piper is in MoMA, NYC collection for a Rolling Stones LP cover). A very unique poster that featured in the Brooklyn Museum of Art exhibition ‘Studio 54: Night Magic’. Again, early evidence of collaboration of Studio 54 and Fiorucci. Available for sale.

Opening Night Poster for Studio 54, April 26, 1977 by Fiorucci as seen in the Brooklyn Museum of Art exhibition ‘Studio 54: Night Magic’. From the estate of Antonio Lopez and Juan Ramos.

Opening Night Poster for Studio 54, April 26, 1977 by Fiorucci as seen in the Brooklyn Museum of Art exhibition ‘Studio 54: Night Magic’. From the estate of Antonio Lopez and Juan Ramos.

FIORUCCI. NYC store. c.1979

In 1975 you opened your first London shop in Kings Road, and in 1976 Fiorucci on 59th Street in NYC. How would you describe that world?

After London and many other countries, I decided to open my shop in New York. My close friend Anita Paltrinieri told me about a beautiful space on 59th street. So I called Ettore Sottsass, Andrea Branzi and Franco Mirabelli to go and check the space and design the store. After we'd been open for a few days, Andy Warhol came to the store because he was curious and fascinated by the novelty. In fact, he wrote in his memoirs : "Went to Fiorucci, it's a fun place. That's all I ever wanted, all plastic... " We became friends. When in 1977 he opened the Studio 54, I was the one in charge of organising the opening of the restaurant-attended by people like Bianca Jagger, Margaux Hemingway, Grace Jones, and Andy himself, on that first night. I remember him as a kind and simple man, and a genius too! Still my friend Maripol told me he has been more impressed by me than the other way around!

  • Elio Fiorucci

SOLD. 1978. Photo: Oliviero Toscani for Fiorucci. Poster 68 x 48cm (19” x 27”). One of the most sought after posters from Fiorucci.

“My memories are of denim. I remember being 12 in my Levi’s. Wow! As a teenager in Milan, I was really fascinated by Fiorucci, but at the time I was not rich enough to buy. Oh my God! I made a collection of Fiorucci shopping bags, and my mother, she still has them and my stickers, and now I invite Elio Fiorucci to our shows.”

— Stefano Gabbana of DOLCE & GABBANA

…“Supersized, saturated, sexy, and seductive. Fiorucci made better posters than any fashion company ever did. The posters sold the jeans for sure, but the posters were the product too. They were hugely desirable. Jeans inside the closet / Poster stuck to the closet door. The designs featured here range from the “less is more” (less clothing is more appealing) school of Fiorucci photography to the supercute comic book illustration style of the Fioruccino and City Boy lines. They all worked in the same direct way. Stick ‘em up. Most wanted. Come and get it”… (Words taken from book ‘Fiorucci’ 2017, Rizzoli, NYC. Page 8.)

1975. Photo: Oliviero Toscani for Fiorucci. Poster (19” x 27”). One of the most sought after posters from Fiorucci. Original and Available for sale.

Feminist and icon Disco Sally RIP “I will dance till the Day I Die”!

c1978. One of the most Classic sought after images from Fiorucci. Beautifully early ‘New Wave’. Poster size: (45 x 68cm [17.5” x 26.5” inches]). Available for sale.

c1978. One of the most Classic sought after images from Fiorucci. Beautifully early ‘New Wave’. Poster size: (45 x 68cm [17.5” x 26.5” inches]). Available for sale.

c.1979/80. ‘il Monokini’...Fiorucci Poster (19” x 26”). Per essere alla moda a volte basta poco. (Sometimes it takes very little to be fashionable.). A very Sexy example of ‘less is more’! Available for sale.

You are famous for your provocative ads. In 74 you launched bikinis, monokinis and thongs in Italy. Some people tried to cover and censor posters and stickers. Roger Corona shot an even more shocking campaign: for the first time a woman posed naked wearing only fur handcuffs . What is your view on the relationship between a naked body and vulgarity?

Vulgarity is not measured in centimetres of cloth We are born naked, all dressing is hypocrisy. A man in a tuxedo can be vulgar. A naked woman is a creature of God. I still remember when the police stormed into my office to seize the stickers for the monokini campaign. In my life I have always tried to free the naked body from vulgarity.

  • Elio Fiorucci

1995. Fiorucci Poster (19” x 27”). Another example of Sex sells-it sure does! photo: Roger Corona model: Nora Fleming. Original and Available for sale.

c1980. Original small (H. 35 x 10 x 16.5cm) Fiorucci store bag MINT. Available for Sale.

c1980. Original small (H.35 x W.16.5 x D.10cm) and Large Handled (H.51 x W.33 x D.15cm) Fiorucci store bags MINT/MINT- (respectively). Both Available for Sale. Also shown, fotos from Books that reference the bags. FIORUCCI, Rizzoli 2017. Page 158. Also, Elio Fiorucci: Fashion Unfolds, Moleskine 2015. Page 88.

1978. German Magazine STERN 1978 cover Fiorucci fashion photography Peter Lindbergh. c1978. Fiorucci Poster (45 x 68cm [17.5” x 26.5” inches]) of Stern Magazine. RARE !!! Both are available for sale together. The great photographer Peter Lindbergh got his start as a STERN photographer in the mid-70’s. Also shown, fotos from Book that references the Poster. Elio Fiorucci: Fashion Unfolds, Moleskine 2015. Page 157.

Shown, Original drawing/maquette for Poster below. Artist unknown. Foto from Book FIORUCCI, Rizzoli 2017. Page 110.

c.1982. Beautiful Gold metal Framed Fiorucci Poster (19” x 27”). Poster is without the ‘3000’ tagline. Original. Available for sale.

SOLD. Fiorucci: The Book. 1980 first edition. Available for sale.

SOLD. Fiorucci: The Book. 1980 first edition. Available for sale.

c.1982. Unframed Fiorucci Poster (19” x 27”). Poster is with the ‘3000’ tagline. Original. Available for sale.

c.1977/78. Photo: Oliviero Toscani. Fiorucci Poster (19” x 27”). A sexy Xmas that’s hot in any weather. Original. Available for sale.

Outtakes from above Poster! Oliviero Toscani photographer.

Outtakes from above Poster! Oliviero Toscani photographer.

1983. Photo: Bruce Andrews. Unframed Fiorucci Poster (19” x 27”). Fiorucci advertising was fixated on the derriere as exampled here again! Still Beautiful! Original. Available for sale.

c.1982. Fiorucci Fioruccino Poster (19” x 27”). After the Sex Fun Fun Fun! This is one of the most iconic Fiorucci Posters. Original and Available for sale.

c.1978. Fiorucci Poster (19” x 27”). This is the iconic Brand of Fiorucci Angels that defines the time and label. Milano, NYC, and Los Angeles! Available for sale.

The Fiorucci Stores in L.A. and NYC were similar to the disco, it was a nexus for White, Black, Gay, straight, to come together under one Flag- Fashion, and/or the Disco soundtrack. In NYC, the staff were stars (Klaus Nomi & Joey Arias), Warhol went to their parties. Fiorucci was a lifestyle which so many brands all try to be and few are. Fiorucci introduced Madonna & Keith Haring, to the world. Debbie Harry and KISS attended the Beverly Hills opening in 1979. Fiorucci defined Disco, Roller skating, Punk, New Wave, all authentically! Fiorucci was located on East 59th Street and was known as the "daytime Studio 54".

c.1980. Fiorucci original ‘Panini’ sticker clear Lucite framed, Available for sale.

c.1982. Fiorucci original ‘Panini’ sticker clear Lucite framed, Available for sale.

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c.1983. Keith Haring, "Fiorucci Walls Exhibition" Invitation, Milano.

This invitation is for a Keith Haring exhibition in Milan, Italy at Negozio Fiorucci. The store had all the furniture removed and painted all the walls white. It remained open two nights and two days a week to allow everyone to admire Keith Haring in his element covering the walls with dogs, little men with misshapen heads, and radiant children. Keith's performance was broadcasted live on Italian television and is still considered to be one of the most important expressions of ‘urban’ live art. This yellow flyer would admit two people to the Sunday, October 9th grand opening of the store exhibition.

c.1983. Keith Haring, "Fiorucci Walls Exhibition" Invitation, Milano.

Fiorucci made me Hardcore! The Wonderful 1999 Video from Mark Leckey!

Image Used for The Brooklyn Museum of Art exhibition ‘Studio 54: Night Magic’ (March 13–July 5, 2020) of Pat Cleveland on the dance floor during Halston's disco bash at Studio 54, 1977. (Photo: Guy Marineau)

2017, Fotos of Georgia Jagger modeling Fiorucci and archival fotos!