Emilio Pucci

Initially serving in the Air Force… Emilio Pucci's use of stretch fabrics and sleek designs to create ski wear were an immediate hit with the jet set and A-list fashion editors and Pucci was encouraged to set up his own couture fashion house in his family home- a Renaissance-era Palazzo in Florence.

Born in 1914 to one of Florence's oldest families- Emilio Pucci- the Marquis of Barsento relinquished a life of aristocracy but was crowned “The Prince of Prints” by the fashion press who were smitten by his bold designs and radical approach to fashion. Pucci's legacy continues to be a milestone till date in Italian fashion history.

Few knew that In 1938- during World War II- Emilio served as a Pilot Lieutenant in the Italian Air Force. How did he diversify into fashion design? In 1947 Pucci's fashion career began quite unexpectedly when he designed a ski outfits with sleek tapered trousers and hooded parka. Ready-to-wear ski gear didn't not exist at the time, which made these outfits desirable. American photographer Toni Frissell captured the looks and his photographs landed up on the desk of Harper's Bazaar Fashion Editor Diana Vreeland. She was so impressed with the looks.. Pucci became a fashion designer almost overnight! 

His use of stretch fabrics and sleek designs were an immediate success and Pucci left the air force to set up his own couture atelier in his family home- a Renaissance-era palazzo in Florence. Initially producing a swimwear line in 1949 Pucci diversified into silk dresses with brightly coloured, boldly patterned designs. What made his looks an immediate hit. Pucci's designs had the craftsmanship of haute couture but were lightweight silhouettes with luscious bright colour.

Pucci developed and patented original fabrics such as silk stretch jersey and cotton jersey. Both fabrications, the result of intensive technical research, allowed his garments to be weightless and wrinkle-proof. He also developed prints particularly graphic abstract designs in a kaleidoscope of bold colour. Refreshingly- the geometric patterns were steeped in inspiration from  Sicilian mosaics- Bali Batiks- African motifs and much more. It had never been before and was a sensation!

In 1950 Emilio Pucci opened a boutique on Capri dedicated to resort wear. The novel concept of designer ready-to-wear was a hit with the island's A-list set which later included none other than Marilyn Monroe, Sophia Loren, Jackie Kennedy, Madonna and Nicole Kidman. His clientele also included the Crown Princess Mette-Marit of Norway, Kylie Minogue and Alexa Chung. So it didn't come as a surprise when In 1954 Emilio received the Neiman Marcus Award for Distinguished Service in the Field of Fashion.

Working out of his grand palazzo, Pucci began showing his collections to the international press and buyers in Florence. He became an instant hit with American retailers such as Saks Fifth Avenue and Neiman Marcus who were enthralled by the explosive colour and prints. The looks captured America's new sportswear sensibility and complemented the glamour of the jet set. There was no looking back.

When Emilio Pucci passed away.. his daughter Laudomia took the reins. In 2000 LVMH acquired 67 per cent of the company however Laudomia stayed on as Image Director and Deputy Chairman. In September 2021 Camille Miceli was appointed Artistic Director. "A New Journey" is how Camille Miceli- Pucci Artistic Director defines the luxury fashion brand's new direction. She reinvented a contemporary aesthetic albeit deeply rooted in the history of the House of Pucci. 

"A nomadic multi-seasonal multi-destination wardrobe to be mixed and matched as desired: Camille Miceli has coined a new vocabulary. Pucci's iconic motifs are reworked in a mix-and-match of patchwork or all-encompassing enlarged or downsized patterns" – per the official website. Pucci now has offices in North America, Japan and Hong Kong but is still run from its original headquarters in Florence.

In a recent movement- per WWD- “LVMH now owns Emilio Pucci having bought the 33 percent stake still held by the founding family… Laudomia Pucci will relinquish her role as vice president and image director after more than 20 years in that capacity. She is to dedicate herself to the archives and promoting the heritage of her late father Emilio Pucci who founded the brand in 1947, initially designing skiwear out of jersey fabrics…”

"A citizen of the world, constantly traveling between his native Florence and the holiday resorts favored by the jet set, he envisioned the modern woman following a revolutionary intuition full of style and personality. He dressed such women with easy immediate pieces that express a new idea of elegance: fast, joyful, spontaneous, effortless. He embraced, with a unique sense of color, the American idea of sportswear, the need for absolute comfort, which he combined with an innate taste for beauty and luxury. He left a permanent mark, summarised by the prints that earned him the title of "The Prince of Prints"."
– per the official website of LVMH

Emilio Pucci had a visionary approach to fashion. He believed in the modern woman's need for a style that was not only revolutionary but also brimming with personality. His vision was rooted in a sense of freedom and spontaneity, a departure from traditional notions of elegance. Pucci's designs were meant to be easy, immediate and effortlessly chic.

His unique sense of color was a hallmark of his work and he drew inspiration fromAmerican sportswear, emphasizing the importance of comfort. However, he didn't compromise on beauty and luxury. Emilio Pucci was a citizen of the world, constantly traveling between his native Florence and the glamorous holiday destinations favored by the jet set. This global perspective influenced his designs and made them accessible to women from different cultures and backgrounds.

His legacy is perhaps best showcased in his iconic prints earning him the title of "The Prince of Prints." As of September 2021, Camille Miceli took on the position of Artistic Director of Emilio Pucci.. ushering in a new chapter in the LVMH-owned luxury brand's history.

Ready-to-wear including Dresses- Kaftans- Denim- Tops and Shirts- T-Shirts- Athleisure- Coats and Jackets- Knitwear- Pants and Shorts- Skirts- Tights and Lingerie. Complemented by fashion accessories like Bags- Small Leather Goods- Scarves and Silks- Sunglasses- Jewelry- Shoes. In addition to menswear- kidswear and beachwear.