Massimo Giorgetti Is Fresh Catch At Emilio Pucci

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.

Emilio Pucci Spring/Summer 2016 campaign photo image credit: fashiongonerouge

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.

Emilio Pucci Spring/Summer 2016 runway