Massimo Giorgetti debuts at Emilio Pucci

Fashion & Leather Goods


Massimo Giorgetti premiered the first episodes of his work as the new Creative Director of Emilio Pucci at the Pitti Uomo Imagine trade fair in Florence. His fresh take on modernity connects with Pucci’s Florentine roots.

Entitled “The Pilot”, the presentation on June 17 in Florence references the test episode of a TV series, which reveals the different story lines and sets up the context and tone of the show. Here, “The Pilot” was designed as a capsule collection that revealed the style Massimo Giorgetti intends to develop at Emilio Pucci. After delving into the archive of the House – notably the collections of prints designed by Emilio Pucci himself – the designer proposed an interpretation of Pucci’s codes that was both bold and full of humor, with a decidedly pop art take.

The models presented the different looks in the galleries of Florence’s former Royal Stables in the heart of a luminous structure, a perfect metaphor for the new light shining on Pucci prints. Massimo Giorgetti interpreted them in innovative colors and shapes, adding some of his own sketches inspired by comic strips and pop art. Emilio Pucci’s iconic representation of the Florence’s celebrated Duomo takes on powdery fluorescent tones, dotted with crowds of tourists who seem to have jumped off the comic pages, snapping photos or taking selfies. The silhouettes are changing and fluid, including scarves assembled to create asymmetric tops.

This bold interpretation of Pucci’s heritage was joined by another premier: Emilio Pucci’s first ever men’s ready-to-wear offering featured four masculine looks presented at the show. Massimo Giorgetti also redesigned the Emilio Pucci logo, interpreting it to evoke the Florentine lily, the historic emblem of Pucci’s home city.