Another contributor to the wave of change that's taking Milan by storm has been the house of Pucci. Newly installed Creative Director Massimo Giorgetti — freshly plucked by LVMH who owns the Emilio Pucci brand which it bought in 2002 — is bringing his signature young and graphic sensibilities loved by fashionistas to Emilio Pucci from MSGM, the Milan-based brand Giorgetti founded in 2009.
With roots steeped in Capri where it opened its first store in 1949, Emilio Pucci was helmed by Peter Dundas for 7 years, fueled by the Australian’s penchant for a sexy, boho-rock DNA. The tide has changed with Dundas’ replacement, Giorgetti now at the reins and the modus operandi is pointing in the direction of a cooler, more laid-back feel that will resonate with the younger generation.
Emilio Pucci Spring/Summer 2016 runway
Giorgetti’s menu for Spring/Summer 2016, his debut named Episode 1 for Pucci, has strong whiffs of the sea, alluding possibly to the house’s Capri island heritage. The visual results include net pieces featuring a host of underwater creatures — something that would make any self-respecting mermaid feel right at her fashion home.
Punchy stripes add to the marine flavour whilst archive prints imbue with a retro-chic feel. Feathers and pearl studs complete the modern drama that’s happening at Pucci now and we look forward to see what Episode 2 will have in store.