Question: Where does postwar meet psychedelic? Answer: In the brain of Italian fashion designer Emilio Pucci, whose 1950s silk print dresses, tunics, and shirts were at once an antidote to 1940s monochromes and a preview of 1960s Technicolor pop.
Pucci was an Olympic skier at Lake Placid in 1934, and it was skiwear that first launched him onto the fashion stage. In 1947, while hitting the slopes in Zermatt, Switzerland, “Harper’s Bazaar” photographer Toni Frissell admired the stretch-fabric ski pants that Pucci had designed. Frisell invited Pucci to create some women’s winter fashions for an upcoming feature, which led to inquiries from Lord & Taylor and others who wanted to manage Pucci’s output.
Instead, Pucci struck out on his own, opening a shop on Capri that sold a lot of his swimwear. Before long, though, Stanley Marcus of Neiman-Marcus suggested he make blouses and dresses. Cut from silk and other lightweight fabrics, these clothes became instant favorites of jet setters, who had little room in their luggage as they winged their way to the world’s sunniest, and most fashionable, destinations.
In addition to tops, Pucci designed slacks—Capris, of course—in vibrant solid colors. He also created scarves, silk handbags, and gloves. Today, for the vintage clothing fan who can’t afford a 1950s or ’60s Pucci dress, a vivid Pucci scarf tied to almost any handbag can make strong statement.
No wonder: Typical Pucci colors range from a relatively understated, geometric combination in purple, aqua, and white to dresses crammed with trippy floral patterns of pink, green, yellow, and orange.
At Pucci’s height, everyone from Marilyn Monroe to Jackie Kennedy to Gina Lollobrigida wore Pucci. In the mid-1960s he designed uniforms for Braniff airline stewardesses, as well as a bubble helmet to keep their hair from being mussed when outdoors. Even Barbie wore Pucci.
By the 1980s the label had fallen into decline, but in the 1990s Pucci was back, as women snapped up Lycra leggings covered in Pucci’s riotous designs. Madonna shopped at Pucci, while designers such as Gianni Versace never disguised the debt they owed to the great Italian designer.
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Recent News: Emilio Pucci
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Emilio Pucci Skateboard CollectionComplex, October 8th
Italian fashion house Emilio Pucci is getting into the skateboard business—bringing its bold patterns and flashy colors to range of decks designed by Swiss university students. It all started with an art project that challenged a class to reinterpret...Read more
Emilio Pucci Spring/Summer 2016 collectionBe Global Fashion Network, October 5th
Emilio! A coat of arms and a tattoo-signature. The spontaneous mark of a regeneration. Cinematic seascapes for urban mermaids. The exotic summers of Emilio Pucci in the now interpretation of Massimo Giorgetti. Bling bling. At a metropolitan speed...Read more
Emilio Pucci Wants to Sign Your SpineThe Business of Fashion, September 25th
On the same day as Max Mara's Ian Griffiths served up a nautically-themed collection with a Jean Cocteau connection, Massimo Giorgetti did exactly the same thing for his debut at Emilio Pucci, though his was more about what's under the waves (and ...Read more
Emilio Pucci ready-to-wear spring/summer '16Vogue Australia, September 24th
We collect information about the content (including ads) you use across this site and use it to make both advertising and content more relevant to you on our network and other sites. This is also known as Online Behavioural Advertising. You can find...Read more
Eye Candy: Emilio PucciNew York Times, September 24th
Balenciaga has a gritty new look. On Wednesday, the final day of Paris Fashion Week, the French luxury group Kering announced it had appointed Demna Gvasalia, head designer of the underground cult collective Vetements, as artistic director of the...Read more
Emilio Pucci's New Creative Director Doesn't Like the Word 'Luxury'Fashionista (blog), September 24th
Of all the designer debuts taking place this week — Arthur Arbesser at Iceberg, Peter Dundas at Roberto Cavalli and Massimo Giorgetti at Emilio Pucci — I was most excited for the latter. The highly wearable, cool-girl aesthetic of Giorgetti's line...Read more
Emilio Pucci RTW Spring 2016WWD, September 24th
He had done his diligence in the archives, homing in on Emilio Pucci's summer collections, specifically scarves from the Fifties and Sixties depicting shells, sea sirens and Capri. “In 2016, the attitude is completely different,” he said. “It's always...Read more
Emilio Pucci: un debutto all'insegna del coraggioLa Repubblica, September 24th
Emilio Pucci: un debutto all'insegna del coraggio Il senso di Massimo Giorgetti per la moda è un caso prima per l'Italia e poi per il fashion business internazionale. Autodidatta, con una forte formazione commerciale, ha dimostrato in questi anni di...Read more