Emilio Pucci is expanding their market by opening stores in different fashion capitals around the world, including New York’s Madison Avenue, Rome’s Piazza di Spagna, and now on Paris’ prestigious Avenue Montaigne.
The idea behind this campaign is to reach more clients around the world, including the younger crowds, as designer Peter Dundas is trying to move the newest collections in that direction. However, Dundas states that the essence of the brand, such as prints that have made Pucci notorious, will remain intact, while they will include other tones like neutrals and solid colors as well.
Dundas confesses it is a challenge to move forward when “there is such a strong heritage” behind, but he believes this is possible and that it will be successful. So far it has been successful in most cities, but Parisians seem to be the toughest crowd so far.
After Emilio Pucci, the founder, died in 1992 his daughter, Laudomia, took over design and now is the image director and vice-president of the company. Although she is fond of Pucci’s traditional style, she embraces the change. ‘‘Certainly my father’s career was very strong from the early ‘50s to the late ‘70s, and he definitely defined a moment in fashion. We are still defined by that hot pot print,’’ she said.
‘‘Many people who are not so much in the industry sometimes say ‘Pucci is only defined by color and print!’ Oh but there is so much more. We’ve just done a collection in black and white,’’ she said, and added, ‘‘But at least they know who we are, and that’s something we can build on.’’
Celebrities like Gwyneth Paltrow and Jennifer Lopez also officiate as sponsors of the brand on the red carpet, but their fame does not start there. It is well known that Marilyn Monroe was a fan of Pucci, and according to Pucci’s daughter, the blonde bombshell and her third husband, Arthur Miller met during one of her visits to the LA store. Pretty crazy, right?