Mauro Grimaldi, Laudomia Pucci

MILAN — Emilio Pucci has inked a licensing agreement with Simonetta to launch a junior’s collection targeting girls aged 0 to 14. It will bow for spring 2018 on June 22 at Palazzo Pucci, during the children’s wear trade show Pitti Bimbo.

This is the first such line for the fashion brand and it will be distributed globally, available at the Emilio Pucci flagships and at its online store, as well as in select multibrand boutiques and department stores.

Mauro Grimaldi, chief executive officer of Emilio Pucci, said the brand “has always been synonymous with color, joie de vivre, energy and refinement. This collection represents a natural extension of our universe.”

Roberto Stronati, chairman of Simonetta, said the collaboration was “a big opportunity for both companies. Simonetta’s ability to create collections inspired by beauty, excellent quality and respect for children and their world comes together with the perfection of Emilio Pucci’s style. A style that constantly aims to create tasteful pieces that are incredibly wearable.”

Simonetta, specialized in the production of children’s wear and based near Ancona in central Italy, also manufactures kids’ lines for Fendi and Lanvin, among others.

Emilio Pucci’s spring 2018 collection is being designed by an in-house team following Massimo Giorgetti’s exit last month. Giorgetti’s last collection as creative director of Pucci was for resort 2018. It is understood that Pucci has already interviewed a host of candidates but has yet to settle on his successor. As reported, former Balenciaga designer Josephus Thimister is acting as a consultant on the spring 2018 collection.

The Italian brand is controlled by LVMH Moët Hennessy Louis Vuitton, which acquired it in 2002 for 38 million euros, or $35.9 million at average exchange rates that year. Pucci has experimented with a variety of designers, including Matthew Williamson and Christian Lacroix, both predecessors to Peter Dundas, who was succeeded by Giorgetti.

Established in 1947, Emilio Pucci is one of Italy’s storied jet-set brands of the Sixties, synonymous with dazzling prints on silk jersey, which the founder even applied to skiwear early in his career, pioneering a lifestyle approach to fashion.

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