default-output-block.skip-main
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Playing Fast and Young

Massimo Giorgetti revived the athletic heritage of the house with his play of big and body-conscious proportions.
Emilio Pucci Autumn/Winter 2016 | Source: InDigital.tv
By
  • Angelo Flaccavento

MILAN, Italy — Last season, Massimo Giorgetti's debut as the creative director of the house of Pucci left his audience a little bit puzzled. His drive to modernise the brand was clear but it didn't materialise clearly on the catwalk. Having learned from previous mistakes, this time around, Giorgetti delivered the goods. His own Pucci is fast, printed, logoed and young, pitched to satisfy the rabid appetites of millennials.

Taking inspiration from Emilio as the glamourous prince of skiing, Giorgetti revived the athletic heritage of the house, something that was lost in the hands of previous designers. The play of big and body-conscious proportions owed a debt to both the new Vuitton and the new Paco Rabanne, but it worked well, while the prints and refracted geometries felt vitalising.

© 2021 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
Enjoy 25% BoF Professional membership until December 20
© 2022 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions and Privacy policy.
Enjoy 25% BoF Professional membership until December 20