Call it a revolution. Massimo Giorgetti marked his debut as creative director of Emilio Pucci with a capsule collection inaugurating a new era for the Florentine fashion label. Presented in the brand’s native city to coincide with the Pitti Uomo men’s wear trade show, the lineup — which will hit stores next January — reflected the fresh, ironic aesthetic that enabled Giorgetti to put his MSGM contemporary label on the fashion map.
“It’s an homage to Florence — past, present and future coexist in the collection,” said Giorgetti, who reworked a range of archival prints with a modern filter. Only one pattern featuring paint brushes was directly reused. Setting aside the classic Pucci motifs, he focused on more graphic prints, including a multicolor arty checkered pattern used on a slim skirt. The designer also reinterpreted the images on a postcard of Capri owned by the late Emilio Pucci to create a playful print showcasing sketched silhouettes of tourists in Florence. This was used, for example, on a foulard-inspired asymmetric top paired with slouchy Prince of Wales pants, or on a dress worn under a yellow nylon coat with a high-tech vibe.
In addition, Giorgetti revamped the Emilio Pucci logo, which appeared embroidered on skirts and applied on bags and shoes as well as laser-cut on a coated nylon and cotton coat. Even as he infused the lineup with his signature sense of lightness, a certain cool factor and an overall effortless attitude, Giorgetti demonstrated he’s able to introduce exquisite details and sophisticated elements that strongly differentiate his first effort for Pucci from his MSGM collection.