Laudomia Pucci: How Styling Keeps Brands Fresh Across Generations

LOS ANGELES — “Don’t crush your chiffon, honey,” Neiman Marcus senior vice president and global fashion director Ken Downing advised a model.
The 10 women stood in a makeshift backstage, styled by Downing for an afternoon in-store event at the retailer’s Beverly Hills store on Wilshire Boulevard. They wore pieces from an exclusive Emilio Pucci capsule collection for Neiman Marcus.
Laudomia Pucci, the brand’s image director in town for the event, went to the archives to deliver a fresh spin on seasoned prints originating from the late Sixties and early Seventies for the resort capsule.
“I think the idea here was to have the ‘perfect wardrobe’ for resort escape,” she said. “And, of course, in this store there is not much resort-beachwear. So it’s morning-to-evening in the season. It’s what we call ‘Pucci perfect’ because you just easily put it in a suitcase. It’s light and you have everything. It goes from the beach, swim, caftan, eveningwear. So you can dress it up and dress it down as you wish and it’s styled as you wish.”
It’s all in the styling that allows for brands to remain relevant across generations, Pucci said, offering that the business her father started has remained appealing to younger

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Emilio Pucci Resort 2019

The joyful, flamboyant mood of a tropical summer: For the resort season, Emilio Pucci’s design team embraced a happy, colorful aesthetic that injected an energetic vibe into the brand’s lineup.
A kaleidoscope of new prints, featuring a more graphic look compared to archival motifs, was juxtaposed with eye-catching solids, such as sunflower yellow, hot pink and strawberry red. There was something sensual about the fitted dresses and the mini skirts embellished with embroideries and trimmed with raffia fringes.
Breezy caftans were decorated with prints at the cuffs, while silk inserts gave a luxurious touch to cropped, wide-leg jeans. If a foldable maxi K-way showed the most sporty and practical face of the brand, evening dresses featuring all-over embroideries were designed for jet-setters.

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Emilio Pucci Pre-Fall 2018

Emilio Pucci is definitely associated with glamorous cocktail parties, luxury escapes to posh winter resorts and chic vacations on the Mediterranean islands.
This idea of jet-set lifestyle continues to play a relevant role in the development of the label, but a new sense of urban reality is actually what the Emilio Pucci creative team targeted for pre-fall.
The colorful and chic collection was strong on versatile pieces, still injected with high-end sophistication yet infused with metropolitan dynamism.
Printed leggings, which are iconic staples of the brand’s heritage, were matched with color-blocked sweaters, and a pair of satin five-pocket pants was worn with a diagonally striped tweed peacoat trimmed with fringes.
An impeccable sartorial Prince of Wales suit was showed in a charming pink tone and a pajama set was crafted from plush velvet.
New patterns were introduced, including a bold floral motif, as well as a Pop print, which paid a tribute to Andy Warhol’s muse Edie Sedgwick. This was splashed on a jersey column dress and was re-created with sequins on a covetable short tunic frock.
From a chubby marabou coat with a contrasting wool collar to a printed satin denim-inspired truck jacket and a maxi black dress embellished on the back with a printed maxi

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Emilio Pucci Names Mauro Grimaldi CEO

PARIS — Emilio Pucci has tapped Mauro Grimaldi as chief executive officer, WWD has learned.
Currently vice president of sales, marketing and communications at Elie Saab, Grimaldi is to take up his new role at the Florence-based fashion house on Sept. 14 and report to Pierre-Yves Roussel, chairman and ceo of LVMH Fashion Group.
Laudomia Pucci has been acting as interim ceo since April 2014 when Alessandra Carra exited Emilio Pucci and subsequently joined Agnona. Pucci, daughter of the founding designer, is to remain image director and a member of the board of directors.
Grimaldi joins Pucci in tandem with a new creative director, MSGM founder Massimo Giorgetti, who unveiled his initial designs during the Pitti Uomo trade show last month.
Roussel cited an encouraging response to the pilot effort for resort 2016, which included some shirts for men. “People are excited and interested to follow the journey,” he said, describing Giorgetti’s mission as “to modernize and energize” the fashion house, known primarily for its swirling and colorful prints on silk jersey. “Everyone is aligned on the strategy, which is very important for such a project.”
In homage to Florence, Giorgetti reworked a range of archival prints, revamped the house emblem and injected his signature

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Emilio Pucci Appoints New Creative Director


Massimo Giorgetti will succeed Peter Dundas, who departed the luxury label after seven years to join Roberto Cavalli.

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