Massimo Giorgetti's New Era for EMILIO PUCCI Begins | EMILIO PUCCI

EMILIO PUCCI

New Creative Director Unveils First Collection

A New Era for Emilio Pucci Begins Under Massimo Giorgetti

EMILIO PUCCI unveils its first capsule collection by new Creative Director Massimo Giorgetti. Aptly titled "THE PILOT EPISODE," the collection hints at the dawn of a new Emilio Pucci with its striking looks.

Text by Yuzu Kuromiya

Massimo's Sensibility Remixed with the World of Emilio Pucci

The capsule collection, the first designed by Creative Director Massimo Giorgetti, was presented in Florence during Pitti Immagine Uomo in June. The collection, which embodies a timeless, modern, ageless, and ephemeral aesthetic, marks a new vision for Emilio Pucci. A new logo, combining the Florentine lily emblem with the brand's identity, was also revealed.

The collection offers playful styles infused with pop art elements, including archival prints that highlight another facet of the brand's founder, Emilio Pucci, who was also a composer, and dresses featuring embroidered interpretations of the new "Tourists in Florence" print. Scarves transform into simple dresses, their knots creating diverse expressions, while shirts emerge as key pieces embodying the collection's spirit. The footwear lineup includes masculine loafers and flat sandals adorned with feathers.