When a fashion brand like Emilio Pucci joins forces with premium denim maker Seven For All Mankind, a crystal ball probably isn't needed to guess the outcome — colored jeans.
The one-off collaboration resulted in a limited edition jeans collection, with a production run of about 2,000 pieces, designed by Pucci's creative director, Matthew Williamson, and produced by Seven For All Mankind. The jeans, $400 at retail, will be carried in Pucci's namesake stores and top sales points starting this month.
Laudomia Pucci, image director at the LVMH Moët Hennessy Louis Vuitton-owned brand, said the jeans are an evolution of the solid colors Williamson did in the Pucci line for fall.
"In the Fifties, my dad [brand founder Emilio Pucci] did colored capri pants in silk or cotton, and these jeans are to me a modern interpretation of those styles," she said.
Pucci said she chose Seven For All Mankind, which is being acquired by VF Corp. for some $775 million, because of her affinity for the U.S. brand and for its stretch concept. As for cut, the stretch jeans feature Seven's straight-leg style and are embroidered with Pucci's archetypical initial on the back pocket. They also have exclusive copper hardware and a Pucci-printed waistband and pocket label.
The colors match Pucci's heritage with a selection of Mediterranean hues that range from rust to moss green to burgundy. Seven's top-selling Manchester style has been heavily overdyed to create a saturated wash.
This isn't the first time Pucci has dabbled in a cobranding project. Other partnerships have included skis with Rossignol, color cosmetics with Guerlain and pens with Omas.
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