Emilio Pucci and the history of the Emilio Pucci brand

In 2007, the famous Italian fashion house Emilio Pucci celebrated its 60th anniversary. The famous bright psychedelic patterns of Pucci are familiar to many fashionistas, although many years have passed since their appearance.

Emilio Pucci's ancestors were not only of noble birth, they were the rulers of the city of Florence for several centuries.

Emilio Pucci di Barsento was born on November 20, 1914 in Naples. He was born in a year when the whole world was alarmed by the First World War. Little Emilio was extremely capable of learning and from an early age was drawn to knowledge. He received his education in Italy and the United States. And from the University of Bologna, Emilio came out with a doctorate in political science.

Emilio Pucci became one of the symbols of Italian fashion in the 50s. He made his name by starting with sportswear. While still studying in the United States, Emilio designed a uniform for the college ski team. This form began to be produced by the American firm "White Deer".

And Emilio Pucci himself was not only passionate about alpine skiing, he was in the Italian Olympic team. Pucci played sports in traditional knee-length breeches, but all the time he felt how uncomfortable it was, and decided to make himself a ski uniform. After designing his suit, he sewed it from a professional dressmaker. Back then, skiing was not only a professional sport, but also a part of the life of any socialite.Once he was skiing with his brothers on the slopes of St. Moritz in a ski suit of his own design, and he was noticed by a photographer for the magazine Harper's Bazaar, who asked permission remove it.

His unusual ski suit for that time made the attention of the editor of Harpers' Bazaar magazine Diana Vreeland. She was simply amazed when she found out that Emilio Pucci created this costume himself. It can be said from this random episode that his career in the fashion business began. He was asked to come up with other models of ski suits. Pucci's long-term collaboration with Lord and Taylor's department store soon followed, which acquired Pucci's clothes.

Emilio Pucci's bags photo

Emilio liked the new activity and decided to start his own atelier. But where, if not in a family medieval palace, built in the 15th century. However, the noble pride of the family did not allow him to sign his works, so all clothes created by Emilio were simply signed - “Emilio.

And already in 1949 on the island of Capri, having opened his first boutique, he decided on another new transformation - the famous "Capri" trousers appeared. They are still loved by everyone, and can be found in the wardrobe of every girl. Then boutiques appeared in Rome and Montecatini.

In 1950, Pucci's couture collection attracted the attention of the public with an interesting and unusual print for that time. Famous prints, Florentine patterns, great color schemes - all this contributed to the success. And besides, the technologies for making materials improved, and Pucci was one of the first to use elastic material - stretch and began sewing dresses from light silk knitwear.

In the 50s, clear and strict forms were in fashion. But Pucci broke these traditions and began to make dresses from knitted silk, which did not have a clear silhouette shape, but they were unusually light (about 100g), did not crease and fit freely into suitcases, several pieces at once. It was quite convenient for traveling ladies. Pucci's favorite color was fuchsia. He used this shade in combination with other psychedelic colors such as fiery orange or lime green. His products conveyed a sense of movement and energy. Emilio Pucci seemed to play with prints and color palette, combining reality with fantasy. Its vibrant colors, whimsical prints that came from the designer's imagination, bold style - all this attracted attention to the brand.Colored patches, reminiscent of islands lost in the sea, first appeared in 1950. Vivid prints of Emilio Pucci products have become a symbol of the brand.

Wide trousers for women - “palazzo” - also became an invention of those years. In 1956, the Emilio Pucci company was officially registered.

The company produces women's clothing and accessories: casual and evening dresses, coats, skirts, jackets, bags, scarves, shoes, as well as men's shirts, ties, ... higher prices. But all of them have a distinctive brand symbol - a bright luxury print.

Emilio Pucci's products have gained popularity, they are able to decorate every woman, give the image uniqueness, femininity. In them, every woman feels elegantly dressed. And all this is combined with a beautiful cut. And besides, all the outfits from Emilio Pucci are amazingly comfortable. This is probably why the astronauts who visited the moon were dressed in Pucci costumes. After all, these clothes for them were designed by Emilio Pucci himself. Who else, like him, a former athlete, know the convenience and comfort of a suit.

Emilio Pucci in the 60s created uniforms for flight attendants, invented designs for porcelain vases and bed linen, was engaged in interior design, and created illustrations for fashion magazines. He reached the pinnacle of fame.

Emilio Pucci died on November 29, 1992. Now the company passed to his daughter children - Laudomia Pucci and son Alessandro.

Now the company has several lines, which include evening dresses and ready-to-wear clothes, as well as swimwear, shoes and accessories. In 2000, most of Emilio Pucci's shares were transferred to the French corporation LVMH (Louis Vuitton Moet Hennessy). Since 2004, the Emilio Pucci company, in cooperation with the French company Rossignol, turned back to sports and began to create collections of suits for skiers. For many years the creative director of the company was Christian Lacroix, a famous French designer. Then, at the end of the contract, the young British designer Matthew Williamson was invited, and in 2008, the Norwegian designer Peter Danbas. Laudomi Pucci is still at the head of the brand.

No matter how designers change, Emilio Pucci's style continues to live on. Why does this style remain in demand today? The answer is very simple - when you find yourself in the outfit of the Emilio Pucci brand, you feel that it was made especially for you, since the style, fabric and print - everything is harmoniously combined with your appearance. Clothes seem like a natural extension of you. Do you feel comfortable. No wonder Emilio Pucci was called "the king of everyday haute couture."

In addition, all the outfits of the brand allow you to create a variety of variations. For example, the collection of clothes of the last season is clearly dominated by the Japanese style. And the Japanese kimono of the Emilio Pucci brand will allow you to wear trousers or a mini-skirt with it - it all depends on your wishes.

The brightness of the prints allows us not to merge with the general background. Although the 60s, when Pucci was at the height of fame, are long gone, his things are as desirable and luxurious as in those years.

They were desirable for Marilyn Monroe, and for Jacqueline Kennedy Onassis, and for Elizabeth Taylor. Why were they? Pucci brand clothes are still worn by "stars", for example Sophia Loren, Nicky Hilton, Naomi Campbell, Jennifer Lopez, Julia Roberts and many others.

The Emilio Pucci company is still based in Palazzio Pucci in Florence. The company has offices in North America, Japan and Hong Kong. In addition to clothing and accessories, the company produces and perfumery products... Emilio Pucci's perfume bottles are designed in a harmonious combination with bright prints created by Pucci himself.