A New Pattern for Pucci

Over the past few months Italian fashion has been a game of musical chairs (very, very fashionable chairs) with new creative directors named left and right. One exciting change

is in the house of Emilio Pucci. One of the most iconic Italian brands, Pucci was born of Florentine post-war fame with a Capri-esque feeling of escape. Earlier this week Peter Dundas jumped ship to return to his Cavalli roots making room for Pucci to name Massimo Giorgetti as it's new creative director. Here is the first thing I LOVE about Giorgetti, he began his career in fashion as a sales associate in Rimini, Italy! When do we see that fairytale these days! Giorgetti will split his time between his own label MSGM in Milano, and Pucci headquarters in Firenze. In a press release Friday morning Pucci announced they intend for the brand to continue to represent "'a lifestyle that expresses freedom, boldness, youth . . . luxury and sophistication with humor and innovation' in line with their new designer’s ethos, as well as Giorgetti’s 'declaration of intention.'” Pucci made an editorial statement by releasing a photograph of a male and female model on the rooftop of the Palazzo Pucci wearing white T-shirts and brightly colored, printed cotton scarves with a foreshadowing: “A white T-shirt like blank paper. A new story to tell."