Match ends, Fiorentina 4, Juventus 2.
Giuseppe Rossi scored a hat-trick as Fiorentina shocked defending Serie A champions Juventus with a stunning second-half comeback in Florence.
Juventus led 2-0 at the break through Carlos Tevez's penalty and a close-range volley from Paul Pogba.
But Rossi began a devastating 14-minute spell with a penalty before blasting a second past Gianluigi Buffon.
Unmarked substitute Joaquin hammered in a third and Rossi's first-time strike sealed a remarkable win.
It was sixth-placed Fiorentina's first league success against Juve at Stadio Artemio Franchi in 15 years.
Italy international and ex-Manchester United forward Rossi has now netted eight goals in eight games, moving him to the top of the Serie A goalscoring chart as the home side maintained their solid start to the season.
The defeat leaves third-placed Juventus, who were previously unbeaten, five points adrift of leaders Roma after eight matches.
Elsewhere on Sunday, 10-man Inter Milan were denied an impressive victory as Torino scored an injury-time equaliser in an entertaining 3-3 draw.
Away goalkeeper Samir Handanovic was shown a fifth-minute red card for hauling down Torino forward Alessio Cerci, who watched his resulting penalty saved by Inter substitute Juan Pablo Carrizo.
The home side led twice through Alexander Farnerud and Ciro Immobile, only to be pegged back by Inter pair Fredy Guarin and Rodrigo Palacio.
Palacio tapped in to put the Nerazzurri ahead after 71 minutes, but they had to settle for a point after Nicola Bellomo's curling free-kick caught out Carrizo.
Inter are fifth after taking 15 points from their eight games.
- 15SavicBooked at 57mins
- 21AmbrosiniSubstituted forFernándezat 23'minutes
- 10AquilaniBooked at 15minsSubstituted forSánchez Rodríguezat 56'minutes
- 49RossiSubstituted forMatos Santosat 85'minutes
- 11Ju CuadradoBooked at 37mins
- 20Valero Iglesias
- 17Sánchez Rodríguez
- 30Matos Santos
- 20PadoinSubstituted forMottaat 83'minutesBooked at 87mins
- 22AsamoahBooked at 65minsSubstituted forGiovincoat 80'minutes
- 19BonucciBooked at 88mins
- 15BarzagliBooked at 22mins
- 8MarchisioSubstituted forVidalat 77'minutes
- 10TévezBooked at 12mins
- 21PirloBooked at 68mins
- 11De Ceglie
- Nicola Rizzoli
- Shots on Target
Second Half ends, Fiorentina 4, Juventus 2.
Offside, Juventus. Andrea Barzagli tries a through ball, but Carlos Tévez is caught offside.
Corner, Juventus. Conceded by Facundo Roncaglia.
Attempt blocked. Carlos Tévez (Juventus) left footed shot from the left side of the box is blocked. Assisted by Andrea Barzagli.
Foul by Borja Valero (Fiorentina).
Paul Pogba (Juventus) wins a free kick in the defensive half.
Attempt saved. Ryder Matos (Fiorentina) right footed shot from a difficult angle on the right is saved in the bottom right corner.
Attempt missed. Fernando Llorente (Juventus) left footed shot from outside the box misses to the left. Assisted by Sebastian Giovinco.
Foul by Ryder Matos (Fiorentina).
Marco Motta (Juventus) wins a free kick in the defensive half.
Leonardo Bonucci (Juventus) is shown the yellow card for a bad foul.
Ryder Matos (Fiorentina) wins a free kick on the right wing.
Foul by Leonardo Bonucci (Juventus).
Marco Motta (Juventus) is shown the yellow card for a bad foul.
Juan Guillermo Cuadrado (Fiorentina) wins a free kick in the defensive half.
Foul by Marco Motta (Juventus).
Substitution, Fiorentina. Ryder Matos replaces Giuseppe Rossi.
Corner, Fiorentina. Conceded by Leonardo Bonucci.
Substitution, Juventus. Marco Motta replaces Simone Padoin.