Emilio Pucci

Emilio Pucci launched his luxury Italian fashion brand of the same name in 1947. His design of a revolutionary ski outfit caught the attention of Harper’s Bazaar, starting his fashion career off exceptionally. Just a couple of years later, Pucci opened his first boutique in Capri, Italy, selling tapered pants, or ‘Capri pants’, as they have become known. Pucci was forward-thinking, challenging the restrictive and structured norms of women’s fashion. Transforming womenswear, Emilio Pucci designed clothes that were free and liberating, with flowing lines that would follow the body. While still stunning in design and with the feel of couture, the impracticality of typical couture design in heavy layers and exceptional cost was left behind. 

“Gaiety is one of the most important elements I brought to fashion. I brought it through color.”– Emilio Pucci

Emilio Pucci is referred to as the ‘king of prints’. His original handmade prints mixed colours into geometric forms, swirls, and kaleidoscopic patterns. This radical and distinctive style stood out against other luxury brands at the time, and remains unique and inimitable today. It is said that these patterns and colour palettes were inspired by Pucci’s own travels across the world. 

In 2000, Emilio Pucci became a part of the LVMH group, and the brand is introducing creative talents as guest designers to the brand each season- offering a modern approach to luxury fashion design. The brand creates womenswear and accessories and has also introduced a Junior collection. 

Christelle Kocher collaborated with Emilo Pucci in 2020, deemed a perfect fit to the brand for her love of pattern and print. She has been seen to incorporate the heritage colours and prints of classic Emilio Pucci, while bringing in her own edgy style. The continuance of Pucci’s desire for women to feel free and comfortable is clear in the free-flowing cuts of dresses and the beautiful fabrics used throughout the collection. Thus, what we see from Emilio Pucci today is highly reminiscent of the brand’s formative years with unmistakably Pucci prints, wonderful colour combinations and glamorous cuts.

Emilio Pucci stores are located throughout the world, in cities such as Rome, London and Miami. Their collections are found through their online boutique, as well as through Selfridges, Net-a-Porter and Harrods.