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Emilio Pucci Sets Online Boutique

Limited-edition pieces, modeled by professional dancers, are among offerings at Web boutique.

Emilio Pucci's Online boutique

MILAN – Emilio Pucci is the latest luxury brand to go virtual: its online boutique is slated to open Nov. 24.

It will showcase Pucci’s cruise collection and accessories will be flashed online simultaneously as they arrive on the racks of Emilio Pucci stores worldwide. The company also has plans to develop limited-edition pieces for the Web only.

The online store, in collaboration with Internet retailer Yoox Group, mirrors the colorful and catchy graphics of Pucci’s institutional website.

In lieu of mannequins, Pucci opted for professional dancers to showcase the clothes’ movement and shape.