Emilio Pucci's New Strategy Will Rethink Brand Heritage | World Fashion Channel

Emilio Pucci's New Strategy Will Rethink Brand Heritage


In recent years, Pucci has lacked direction. Since the exit of former creative director Massimo Giorgetti in April 2017, an internal design team has created collections for the runway. As a result, the brand decided to change its strategy.

Starting this year, guest designers will create new collections for the fashion house. They will face an ambitious task: to bring a fresh look to the brand’s DNA, which is a colourful lifestyle, freedom, boldness and luxurious sophistication, and rethink its historical heritage. In the statement, the Italian brand expressed its delight to inspire, by opening its archives, however, designers should bring their own innovative vision to create something radically new and modern. Such a strategy, when every season a brand invites a new designer to collaborate, is successfully applied by Moncler and Tod's.

The first guest designer to be honored to work with Emilio Pucci is Christelle Kocher, the founder of the KOCHÉ brand. The collaboration, which includes both ready-to-wear and accessories, will be revealed on Thursday, February 20th, 2020 during Milan Fashion Week.

“I am very proud to collaborate with Pucci. This house has a magnificent heritage. I have always been impressed by its elegant silhouettes, striking prints and colours. It is such a pleasure to deep dive into the brilliant history and universe of Emilio Pucci,” added Christelle Kocher.