A FASHION REVOLUTION
Emilio Pucci, Marquis of Barsento, founded the brand that bears his name in 1947. He unexpectedly began his career on the Swiss ski slopes, to open his first boutique in Capri in 1950. 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, summarized by the prints that earned him the title of Prince of Prints.
The Emilio Pucci creations combine pure lines with the joy of color. He favored fluid, elastic materials such as the Emilioform jersey, which allow total freedom of movement and use. The Marilyn dress, loved by the actress and an international success, was designed for the sophisticated woman always on the go. One just had to roll it up and pack: in its happy ease, it was the contemporary spirit made dress, for globetrotters in constant travel. The idea of the first leggings, the palazzo pajamas and the caftans, and the foulard shirts was equally innovative in its dynamism.
The Emilio Pucci signature, in womenswear as well as accessories, is unmistakable: a cultured, undeniably Italian taste; a quest for beauty in every form. Vacationing and freedom are first and foremost conditions of the mind that define a sunny resort mood even in the middle of winter. The color palette vibrates with saturated or delicate hues, chosen with aristocratic confidence and disdain of conventions. Emilio Pucci freed his artistic sense above all in the prints, initially designed for scarves and then extended to everything, from clothes to carpets: motifs ranging from the delicate lines of the Fifties to the psychedelic swirls of the Sixties and Seventies, often enriched with embroideries; themes that create a veritable library, constantly revisited and updated. Emilio Pucci traveled with the mind and the style, constantly inspired by other cultures, from Africa to Bali, but also chose his models without limitations: he embraced the whole world, including everyone.
It is by looking at this archive as a living repertoire of ever-current inventions, of timeless color experimentations that the contemporary relevance of the brand is now being affirmed. Emilio Pucci, as part of the portfolio of the French luxury group LVMH, has recently rejoined the ranks with the origins. From the 2021 resort season, it presents itself with a fresh allure following the renewal of the design team. This strategy is flanked by one-off collaborations with creative voices, who are asked to give an unexpected interpretation of the Pucci heritage.
Emilio Pucci is synonymous with modern, dynamic elegance; of jet-setting and globetrotting as a mindset. It offers women ease, freedom of body and mind, through dynamic clothing often inspired by sports. The spirit of the founder, as timeless as truly revolutionary ideas are, is constantly updated working on colors and prints. The dialogue with the archive, a place of an eternal present, moves forward. In this dynamic continuity, each garment becomes a collector's item, because it is part of a vision that evolves seamlessly.
Mainly distributed in Europe, the US, the Middle East and Japan, Emilio Pucci today offers women's ready-to-wear, beachwear and accessories collections to a transversal and transgenerational audience; under license, a children's collection and an eyewear line have been developed. The vision also extends, for an intuition that belonged to Emilio himself, to homeware, from carpets to ceramics, going as far as touching the sail of a yacht. Rooted in the present, the brand increasingly adopts a policy of sustainability in the choice of fabrics - Econyl, for example, a lycra for swimwear obtained entirely from the recycling of pre and post-consumer materials.
Emilio Pucci reflects the zeitgeist. It captures the spirit of the times in a dynamic, sunny, harmonious sign; in an idea of freedom that prints and colors touch with an unmistakable signature.