Art by Giuliano Grittini
LOVE THERAPY was dreamed and founded by Elio Fiorucci in 2003. It is characterised by a fun and loving mood; It does not propose full collections, but small pieces, new T-shirts, jeans, exuberant accessories, clothes to be worn alone or mixed with other well-loved garments. Fun-ctional and cheerful, colourful attire meant to last and become a loved favourite.
The fabulous world of Love Therapy with its gnomes, its creativity, colours and tenderness, portrays a world beyond rules bursting with love and communicating respect for our fellow animals and for all of nature.
We think that nothing humans do has value if it is not embedded with spiritual values. Commercial activities are no exception. The conscious consumer senses this and shares these values.
When Elio Fiorucci started thinking about a new brand in 2003, he looked around him and made a wish. He wanted to further the Love revolution he had started in 1967 when he opened the Fiorucci store in Galleria Passerella in Milan. Everyone who came into the store – around five thousand a day! – suddenly felt good, relaxed, sensing that someone was personally taking care of them.
Selecting innovative, well designed articles, Elio Fiorucci always sought to convey a strong ethical message, believing that “a commercial or industrial activity has to grow out of a spiritual quest, because consumers are always able to recognize the essential values of a product.”
Creating Love Therapy was his way of communicating Love through fashion. He wanted to transmit kindness, respect for one’s neighbor and for the environment with happy, colorful clothing, accessories and objects that generate a feeling of optimism and celebrate the joy of living.
As the brand grows and develops, the adventure now continues with Floria Fiorucci, Elio’s sister, who has always played an active role in his life and work. Floria draws in other people, other outlooks that constitute a sort of extended creative family. Starting from the premise that beauty is imagination and freedom, Love Therapy proposes a collection of forms and colors with surprising impact. It is a brand that is both sweet and revolutionary at the same time, cutting across all boundaries.
Love Therapy represents a way of being happy, imaginative and, most importantly, kind and loving. As Elio liked to say: “Love will save the world.”
What does Love Therapy have to do with Fiorucci?Love Therapy is the natural continuation of Elio Fiorucci's creative energy. After 40 years in the fashion business, Elio together with his sister Floria, pursued their innate inclination and pleasure for the creative sector. Essentially, Love Therapy carries on the Fiorucci DNA and all its values, with a special consideration on sustainability.
Do you sell garments with the iconic angels?The transition from Fiorucci to Love Therapy also coincided with Elio and Floria' personal evolution and return to the bucolic life. Love Therapy's graphics narrate more a life in the woods, in symbiosis with its animal world and formidable nature, which is how Elio and Floria spent most of their childhood. That said, with the new brand, they decided to pick a logo that would incorporate, with lightness and serenity, all of this values. So no, we do not sell garments with the angel graphics, but instead with our new icon that is the gnome!
Is the Fiorucci Family involved with Fiorucci the brand?The Fiorucci Family is 100% involved in LOVE THERAPY.
Does Love Therapy have a physical shop?Love Therapy's main collections are completely virtual! However we do organise temporary shops in which we love to meet our customers in person. Regarding our collaborations, those products can mostly be found in their line of resellers. Check out our 'Collaborations' page to find all the links to their different pages.
What does Love Therapy produce?Love Therapy produces a wide range of products, from clothing to lifestyle goods. However, our strong point is our graphical work, our artistic freedom, our style and character. That is because Love Therapy is essentially audacious, self-ironic and kitsch, and thus without definition, without boundaries.