By 1979, Elio Fiorucci had franchised more than 1,000 shops worldwide.ĭress, 1980, Fiorucci printed cotton with leather belt. Fiorucci clothes were “created for the rich and poor alike,”and it didn’t take long for the company to garner international attention. Soon, the store expanded by creating its own line of clothing that embodied the atmosphere of the store-fun, lively, and catered to the youth market. He saw potential in the rising prominence of youth culture, so he began importing miniskirts along with designs by Ossie Clark, Mary Quant, and Zandra Rhodes to be carried in the Italian boutique. Fiorucci was an arbiter, trend forecaster, and savvy entrepreneur. What began as a footwear company in 1962 transformed into an eclectic and high-energy shop by 1967. It was “throwaway fashion that you don’t throw away,” said founder, Elio Fiorucci, in his 1979 interview with the Chicago Tribune. And in the late 1970s and early 1980s, Fiorucci was one of the brands to wear-if you were young, that is. Magit, a fashion insider and event promoter known for having his finger on the pulse of both the industry and the city, knew that Water Tower Place was the place to be. Interior of the Atrium Mall at Water Tower Place, c. However, due to its almost immediate success and prominent location on North Michigan Avenue, the mall’s retail spaces were completely leased by 1976. At the time, it was almost completely vacant with the exception of its anchor stores, Marshall Field & Company and Lord & Taylor. Water Tower Place, a seven-story, 758,000 square-foot vertical mall, opened its doors on Chicago’s Magnificent Mile in October 1975.
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