Love Therapy is a brand created in 2003 by Elio Fiorucci and led by Floria Fiorucci since 2017.

Our offices are on Viale Vittorio Veneto 6, Milan, Italy - VAT IT05641540967


Love Therapy is the brand that Italian designer Elio Fiorucci dreamed up and brought into being in 2003 after making a success story of the legendary fashion brand FIORUCCI. 

Founded in 1967, the Fiorucci brand was a major global presence in the Seventies, Eighties and Nineties, a key label and rallying point for the young and nonconformist. Elio Fiorucci designed the tight fitting couture jeans that embellished feminine contours and brought about a transformation in the fashion scene.  

The retail environments he created were not simply shops where you buy clothes, but the sites of intense multisensorial experiences. After Milan, in 1975 he opened the New York store close to the Studio 54 scene populated by artists and other creative minds – including Andy Warhol, Keith Haring, Madonna, Basquiat... That set a trend and soon other stores were opening across the globe.


When Elio Fiorucci started thinking about a new brand in 2003, he wanted to further the Love revolution he had started with FIORUCCI. 

He opened a unique, multihued shop in Milan where customers could relax and enjoy the friendly and magical atmosphere while shopping for distinctive, innovative and colorful clothing. 
Elio Fiorucci always sought to convey a strongly 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.”


The adventure continues with Floria Fiorucci, Elio’s sister, who has always played an active role in her brother’s creative work, life and passion for discovering the New. 
Love Therapy keeps step with the pace and needs of today's marketplace: fun-ctional clothing with the accent on those first three letters. Cheerful, colorful attire that is made to last and become well-loved favorites that you will always want to have with you. Well-made clothing and objects that rouse emotions while minimizing any negative impact on the environment.

It is important that clothing and accessories be beautiful and sincere, that they thrill our hearts and the hearts of those who see them, and that they are completely cruelty-free.
The fabulous world of Love Therapy with its gnomes, its creativity, colors and tenderness, portrays a world beyond rules bursting with love and communicating respect for our fellow animals and for all of nature.
Love Therapy is a brand that is both gentle and revolutionary. It is soberly eccentric, distinctly audacious, tenderly punk! 
In Elio’s words: “Love will save the world.”