Emilio Pucci has been making a buzz in 2021. Signaling that they are making a serious comeback. They are re-branding and attempting to make a return. An attempt that seems to be working, so is their rebrand. Overall, the goal is to be more of a resort wear brand and to divest from the idea that they are a runway brand. Their clothing will be sold at vacation destinations, to go with the new theme.
LVMH gained full control recently of the brand. It has always had a percentage of the company, but now, with full control, the revamp makes sense. Especially because Pucci has always been its least successful company in its portfolio.
Recently, they appointed a new creative director, Camille Micel, who was the former accessories director at Louis Vuitton. This decision is said to reflect the new direction that Emilio Pucci is heading in, which is about creating a sense of community and one’s personality.
On the horizon is a collaboration with Supreme. The popular luxury sports leisure brand. A good idea, considering Supreme has a cult following. Collaborations are often limited additions, and this will be a limited edition, too. Which will drive up sales for sure. And hype for Emilio Pucci.
The best-case scenario would be that some of those customers from Supreme become full time Pucci customers, even after the collaboration.
For the look that Emilio Pucci has today, it’s not that different from what it started as originally. The same bright and bold colors and patterns that made the brand popular in the 50s – when Marilyn Monroe and Sophia Loren rocked it- are still in the brand’s DNA today. Neapolitan yellow, Veronese green, Tyrian pink are the signature colors known and associated with Pucci, accompanied by swirls.
More pastels and watercolors have been introduced to the new Pucci, which we saw in the Fall/Winter collection at the beginning of the year.
Emilio Pucci already has a stylish support base from back in the day that exists that is ready for more. Whether the new age Pucci will successfully yield the same following successfully is something that remains to be seen.