SHOPPING IN EMILIO PUCCI AN EXCLUSIVE EXPERIENCE SOON IN ROME

Emilio Pucci is linked to the brand’s sport heritage. In Rome the boutique is in piazza di Spagna. Last week I went to the presentation in Milano of the new fall winter collection 2019-20. It was like a tableau vivant and I am looking forward to see it in Rome next season. They were a lot of bomber jackets and track pants. It reminds me of the swinging London of the Sixties with Lurex chiffon tops, caftans and sequin embroidered. We also love the patterned pleated skirts.

Emilio Pucci is in the middle of a process. In the last twenty years they hired a bunch of famous designers such as Christian Lacroix, Matthew Williamson, Peter Dundas and Massimo Giorgetti who left in 2017. This time there was a team work. Laudomia Pucci, the daughter of Emilio, seemed quite happy about it. She declared: “It’s a great moment of change, the collection is more feminine and elegant “. She is the image director and member of the board even though the brand is owned by LVMH Fashion group.

At the reception in the gorgeous Pucci showroom in via Amedei where the presentation took place I saw Sidney Toledano, chairman and CEO of Pucci. Here what he declares to the WWD “ This is a studio work, they did a good job with new materials, using graphics and subtle colors. We are a work in progress. This is a transition not a destination” The presentation in Milano was extremely crowded with a lot of buyers and journalists from all over the world. It is a good sign and we will soon see if the market likes this new collection and what I will be chosen in Rome next season. Keep in touch.