FIRST TIMER: Emilio Pucci turned to Amber Valletta and Mert Alas and Marcus Piggott for the brand’s first ad campaign, due to bow in September for fall.

The photographers captured Valletta posing against a lavish and elaborately decorated background of marble columns and gilded sofas, reminiscent of the Renaissance Palazzo Pucci, which houses the company’s headquarters in Florence.

This story first appeared in the July 27, 2012 issue of WWD. Subscribe Today.


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The sultry, highly saturated images of Valletta wearing a black dress with a sheer inset or a printed look with a slash on the front, “capture the sultry, sophisticated, yet slightly subversive theme” of the fall collection designed by creative director Peter Dundas, the company said.

The campaign will break in U.S., French and Italian fashion titles and will expand to further markets next year.

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