Born in 1914, the Marquis Emilio Pucci, founder of the brand, was part of one of the most famous Florentine families. His history in the fashion world began in 1947 with a ski outfit he had designed for himself and that immediately struck his female socialite friends.
The step from a ski suit to an out-and-out collection was short, his first boutique “La canzone del Mare” (The Song of the Sea) in Capri was characterised by chic but easy-to-wear collections, consisting of Capri pants, masculine shirts and the famous Pucci caftans. The designer's creations were guided by the desire to free women, creating garments for them that ensured freedom of movement without precedent. The lines of Pucci clothes are still soft and follow the contours of the body, elegant without being elaborate, suitable to be worn from morning to evening, from informal occasions up to the most important ones.
The trousers by Pucci, made of stretch fabric with cotton and silk, are light and crease-proof, a classic of the collections by the Italian designer, who was the forerunner of a travel-friendly clothing concept, suitable to what in his day was a new generation of women, dynamic and free.
Right from the beginning of his career, Emilio Pucci, crowned as "the king of prints", focused on the pursuit of the perfect combination of colours, using pastel shades and vibrant colours inspired by the beauty of the Mediterranean Sea or the most exotic locations. Just like the palette used for the creation of the bikini by Pucci: the swimsuits designed by the maison reproduce the patterns of the ready-to-wear collections and perfectly match the Pucci beach robes, characterised by an elegant explosion of colours.
Since April 2000, a share of the Pucci brand is part of LVMH, the leading French group specialised in luxury goods. Since 2008, the creative director of the brand is the Norwegian designer Peter Dundas