DANIEL FLETCHER IS CHANGING THE GAME AT FIORUCCI, STARTING WITH FW20
Fiorucci Mens is here to stay.
London-based designer Daniel Fletcher began his eponymous label way back in 2015 after graduating from the prestigious Central Saint Martins, not long after racking up work experience at the likes of Louis Vuitton, Lanvin and Burberry. Since the coveted label’s inception, Fletcher has been coined nothing short of a pioneer when it comes to disrupting the trajectory of modern day menswear.
Notorious for his fitted silhouettes and structured tailoring, Fletcher’s menswear vision combines sexiness with a hint of social responsibility. Frequently outspoken about his political beliefs; his collections – rooted in rebellion – seeks to redefine ideals of masculinity and affect positive social change, imploring those who walk among him to do the same.
His debut at London Fashion Week Men’s in 2016 aligned presentation with protest in the best way possible, making his ‘Remainer’ stance on the impending EU referendum unmistakably clear, and encouraging younger voters to make their voices heard. Similarly, his desire to affect positive change lends itself naturally towards sustainable design, with DWF collections revered for using local textile mills and fabrics.
On his 2016 debut, Fletcher explained “I can talk about issues that are important to me, it is a way to get my voice heard, and it has become a bit of a recurring theme. I don’t want to come across as preachy. But as a younger person, I believe our generation needs to stand up and talk about things that affect us.”
As a result, the Fletcher brand has garnered a cult-like following over the years, quietly captivating London’s disillusioned youth. It comes then as no surprise that Fletcher has been appointed the artistic director of legendary Italian brand Fiorucci, a brand that was once quite literally dubbed daytime’s answer to Studio 54.