LONDON, United Kingdom — Florence-based fashion house Emilio Pucci has named Italian designer Massimo Giorgetti its new creative director, effective in April. Giorgetti will show his first collection for the house during Milan Fashion Week in September.

Giorgetti will continue to design for his own Milan-based brand, MSGM, dividing his time between the two Italian cities. MSGM, a visually bold, contemporary label which Giorgetti launched in 2009, posted revenues of $45 million last year and the brand’s aesthetic shares with Pucci a focus on colourful prints.

The appointment is part of a move to inject a more youthful spirit into Pucci and orient the house away from red carpet dressing towards daywear offering. The house was founded in 1947 and is owned by LVMH.

LVMH acquired Emilio Pucci in 2002 for €38 million euros ($35.9 million) and the last two years have seen the luxury conglomerate push through with plans to increase Pucci’s global store count (currently approximately 50 boutiques), as well as expand into product categories such as shoes, bags and eyewear, inking a licencing deal with luxury eyewear company Marcolin Group in June 2014.

Today's news follows the departure of Peter Dundas, who showed his last collection for Pucci earlier this month, having served as creative director at the brand for seven years. Yesterday, it was announced that Dundas has joined Roberto Cavalli, another Italian fashion house, as its creative director.

Disclosure: LVMH is part of a consortium of investors which has a minority stake in The Business of Fashion.