Emilio Pucci is an Italian brand, which produces clothing and accessories for women, and ties, shirts for men. The colorful distinctive prints became the defining feature of the brand and the icon of the 1960-s.
There is a joke that Emilio Pucci can be seen a mile away. His distinctive prints were always recognizable. The bright patterns of Emilio became famous all over the world more than half century ago. This feature is still a symbol of the brand.
Marquis Emilio Pucci di Barsento is a founder of the brand. He was born in November 20, 1914 in the aristocratic family. His family belonged to the oldest noble families of Florence. First Emilio studied at the University of Milan, and then left for the USA to continue his studies. He graduated from the Faculty of Political Science and was awarded with a doctorate in political science.
The way of Emilio Pucci to fashion was extraordinary and was a game of chance. Young Emilio was fond of skiing and was even included to the Olympic team of Italy. His hobby was to design skiwear so he designed clothes for the skiing team of the Reed College in Oregon. The design was so unusual that his work came to wider attention. The original skiwear was noticed by Diana Vriland, a chief editor of Harper’s Bazaar. She first met Emilio at the competition in 1934 and liked the design developed by him. When the photos with his works were published in the fashion magazine, the young designer received an invitation from the US luxury department store «Lord & Tailor». His sleek designs were a sensation and many American companies wanted to work with Emilio Pucci.
Emilio Pucci set up an haute couture house in the fashionable resort of Capri in 1949. His business thrived and other boutiques of the designer appeared in Rome, Elba and Montecatini.
He experimented with stretch fabrics for the production of swimwear line. Then he worked over boldly patterned silk scarves. Being encouraged by Stanley Marcus, the co-owner of Neiman-Marcus, he started making blouses and dresses for women, using patterned material.
Emilio Pucci combined geometric and art nouveau designs working over the wall coverings, glasses, underwear, sheets, towels, bath products and air uniforms. He was a many-sided person, who travelled much, was multilingual, entered the Olympic team, was an air-force pilot, worked as a teacher of Italian to make ends meet after the war, participated in the Italian election for the Italian liberal party in 1963 and developed the tree birds’ motif for the Apollo 15 mission, so his design was even on Moon!
His designs were light and comfortable. Pucci was the first who designed Capri pants. Distinctively patterned Pucci print included 16 colors in one design. He created clothes for women with different level of income and provided unprecedented freedom of movement to them. Sensual designs with free-flowing lines were loved by all, as they were feminine, elegant and emphasized the natural curves of the body. Gina Lollobrigida, Elizabeth Taylor, Kennedy Onassis, Madonna liked to wear his clothes.
Now the global network of the brand includes more than 50 brands. It is not exaggeration to say that Emilio Pucci was one of the designers who stood at the origins of luxury “made-in-Italy” style that is so highly assessed nowadays.
