The '80s marked a period of notable growth for Fiorucci, marked by a series of marketing operations which made the Fiorucci brandname synomous with creativity on hte fashion scene, opening a whole new world to the advertising industry and graphic design.

In 1975, Fiorucci opened his first London store, which proved instantly popular, featuring the post-hippy ethnic and camoflage looks which became the designer's leit-motiv.
The boutique in New York, especially designed Ettore Sottass and Andrea Branzi, was opened in the same year and was the site from which Andy Warhol's magazine "Interview" was launched.

The versatility of Fiorucci's talents is evidenced by his involvement in the communications branch, producing the film "New York Beat" with Rizzoli USA, and founding the magazine I-D (instant design) with former art director of Vogue UK Terry Jones.

The Fiorucci logo caries a lot of weight on pendants, pockets and shopping bags.
A love of ecology as well as a devotion to the cooncrete has motivated T-shirt sales earmarked for charity, charity events for the WWF and the creation of a line of T-shits sold to benefit cancer research. Another drive to return cultural artefacts to their countries of origin also strongly reflects Fiorucci's style, a physical manifestation of his desire to liberate culture. He has liberated the retail industry as well, having set into practice his innovative practices.

The Fiorucci look remains true to itself: cheeky, fun and very anti-fashion.