Novegro di Segrate, Milan: Arti Grafiche M. & G. Pirovano, c.1982. Large photo-illustrated poster (measures 26.75" x 19").
Vintage poster for Italian designer Elio Fiorucci’s 1982 skinny jeans campaign. Founded in 1967 as a boutique in Milan’s Galleria Passarella, Fiorucci was inspired by the fashion palaces of Swinging London (Biba, Mary Quant) and the ubiquitous dandy aesthetic. His early designs included statement trousers, DayGlo button-downs, graphic tees featuring Italo Lupi’s iconic cherub logo, and one of the world's earliest skinny stretch jeans, making him a denim kingpin (by the late 1970s he was selling over three-million pairs a year). The label's growing popularity led to the opening of the fabled New York store, in 1976. It quickly became an epicenter of cool and was referred to as a "daytime Studio 54." "Until it closed its doors in 1984, Fiorucci was a haven for artists, designers, cool kids and anyone who wanted to be involved in it all. But it also came to stand for something larger: a mecca where people danced during the day, shoppers paraded around like they were in a fashion show and celebrities like Elizabeth Taylor, Cher and Jacqueline Onassis came for the scene" (New York Times). This iconic poster, featuring an image of Warhol superstar Donna Jordan from behind by Italian photographer Oliviero Toscani, was produced to advertise Fiorucci's skinny jeans, originally inspired by a eureka moment on the beaches of Ibiza, where the designer witnessed wet jeans clinging to women's bodies as they emerged from the sea. Light creasing and edgewear; abrasions to verso from old tape removal. Very good. Item #6342