Emilio Pucci’s first creation was a ski suit. So the Italian brand’s shift towards sportswear this fall-winter 2018 season is no surprise. Following the departure of its creative designer, the brand is awaiting new momentum. And it may have found it in this new trend where logos are anything but outdated. Because of its unique prints, recognizable at first glance, the Italian brand already has a significant and essential advantage. A bright future?
The Emilio Pucci brand was created in 1951. For a decade, Emilio Pucci, its creator, developed his signature prints and met with tremendous success with the jet set and the fashion industry. The Pucci style: psychedelic prints and acidic hues on a stretch material for a glamorous rendering and undeniable freedom of movement. Emilio Pucci became the iconic designer of the 60’s and 70’s. In the 1980s, his daughter, Laudomia Pucci, became more involved in the company, before heading it when her father died in 1992. In April 2000, Laudomia Pucci retired and sold the majority of her shares to LVMH. In 2002, the French designer Christian Lacroix was appointed Creative Director. He reedited the Pucci style basics and rejuvenated the brand. His collections became renowned. Peter Dundas and Matthew Williamson, amongst others, succeeded him. In March 2015, Italian designer Massimo Giorgetti joined Pucci as Creative Director. He perpetuated the founder’s visionary work infusing the Pucci spirit in his ready-to-wear and accessory collections but also in exclusive silk creations. He left the company in April 2017.
After studying accounting, Massimo Giorgetti started as a salesman in a shop in Rimini, then in showrooms, distributing the most beautiful brands. His career started in sales, but as he was passionate about fashion since the youngest age, he ended up switching to creative design. His experience gives him a unique vision of fashion, both from a creative and a commercial point of view. In 2009, the fashion designer collaborated with the Paoloni group to create MSGM and met with tremendous success. Collections are irreverent, urban, and affordable, and attract a young target group. Massimo’s creations feature bold colors and prints. A style that resembles Pucci’s, who asked him to join the company in 2015 as Creative Director. He left the brand two years later. Since then, the design studio manages the Florentine label’s collections.