Emilio Pucci

EMILIO PUCCI

(1914 – 1992; Italy) He made his entry into the fashion world in 1947 almost by chance, when Toni Frissel , a photographer operating for Harper’s Bazaar, in Zermatt (Switzerland), was dazzled by a Ski suit that he had designed for a female friend. It was an immediate success and this encouraged him the next year to create his first sportswear collection under the “Emilio” label, characterized by  the use of bright colours and  bold garish patterns. He greatly influenced the fashions of those decades. The collection of pleatless printed silk dresses was his first success. It won America’s  heart  because of its practical and deliciously comfortable garments and in 1949 his beach collection had also a great success in Italy.

In 1950 he opened a boutique and in 1951 he participated to the first Italian fashion show organized by Giovanni Battista Giorgini, in Florence.

He has definitely brought a new style to the fashion world with his printed fabrics (stylized and geometrical shapes), never-before-seen color combinations and his taste for casual and sporty style.

A few years later he ventured into new colors (although he had a preference for natural ones such as lime green, almond green, flower colors and hyacinth pink, well known as  “Rosa Emilio”. He continued his search for new materials such as synthetic velvet for sportswear or the famous organza silk jersey, created to be crease-resistant  and non-bulky. In 1960, he even patented a particular elastic fabric, named “emilioform”, composed of Helanca synthetic and shantung silk , focusing on lightweightness and practicality.

Among his most famous fashion shows are one inspired by the Palio of Siena and one dedicated to Botticelli. In later years he became even more inspired by the Orient and in 1960 he proposed a very luxurious Haute Couture Collection with embroidered Swarovski crystals.

He decided to make the leap into menswear and came to an agreement with Ermenegildo Zegna.

In the 80’s his daughter, Laudomia took over the company as head designer and she continued also after  his death and the acquisition of a controlling share of the company  by the French Louis Vuitton-Moet-Hennessy(LVMH ) Group luxury goods empire in 2000.

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