Emilio Pucci: Back On Track

It was in April this year that the house of Emilio Pucci announced the somewhat abrupt departure of relatively new creative director hire Massimo Giorgetti – of MSGM fun. He seemed like he might be right for the job, but after four seasons and two years at the house he missed the mark. Like so many recent creative director hires at that time which have ended similarly – Carven, Courrèges, there are more. 


Images courtesy of PR

Because what has tended to happen is that such changes steal the limelight. The circus of it all gets in the way. And it takes over from the house and what it means. A new name causes buzz and fashion hysteria; the expectation is high and ultimately is set up for a failure. Yet, season after season, it happens. 

Thankfully, Pucci hasn't made any further movement on a new hire since Giorgetti's departure. And it's all for the good. Under the direction of a studio team, who will arguably know the archives better than anyone else, today's output was everything we expected (and frankly wanted) Pucci to be; because it was everything from those hallmarks and memories we know: beach-fresh and fabulous for kaftans and pyjama suits and the sorts of loungewear the brand so originally succeeded with. The models danced and jived and wafted in towels and turbans, prints that moved from pattern into 3-D textures to perfectly replicate that ideal Pucci-ness. 

It didn't matter that this wasn't a show and it didn't matter that there was no big name. What mattered was that it was a good collection that did exactly what it should. More could learn from this.