FIORUCCI Elio (Designer)

Oliviero Toscani's colourful, sexy images for Fiorucci defined the disco era of the 1970s and early 1980s. The label's skintight Buffalo '70 jeans, worn here by Manhattan modelling queen Donna Jordan, were popular with New York's clubbing crowd. Jackie Kennedy, Diana Ross and Bianca Jagger were all fans. Elio Fiorucci is credited with inventing the concept of designer denim, a theme taken up by Gloria Vanderbilt, Calvin Klein and virtually every label-aware designer since. Fiorucci refused to design for women above a size 10, claiming his clothes suited smaller sizes better. Fiorucci also set out to make fashion fun, creating glittery Plexiglas jewellery and strawberry-scented carrier bags. His cheeky graphics included Vargas-style pin-ups and cherubs wearing sunglasses. He made his name in 1962 with rainbow-coloured Wellington boots. This was Fiorucci's forte: turning function into fashion without losing a sense of fun. 

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