Fashion collection on display within a stately ballroom

An Emilio Pucci collection on display at Palazzo Pucci, the family’s ancestral home in Florence.

Florentine aristocrat Emilio Pucci founded his eponymous label in post-war Italy; now the fashion house is internationally renowned for its vibrant geometric patterns and wearable glamour. We ask Emilio’s daughter, Laudomia Pucci, the brand’s Image Director and former CEO, 6 questions.

Colour portrait of Laudomia Pucci, the fashion brand's Image Director

Laudomia Pucci. Image by Juan Aldabaldetrecu

1. Describe the modern Pucci woman.

The Pucci women is a very international woman. She travels, she is self-assured, she loves femininity and enjoys beauty and fun. She is not afraid of colour and enjoys life.

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2. How do you innovate whilst still staying true to the iconic Pucci aesthetic?

The innovation comes from the fabric and what women want. Mixing a more fluid day look also with sneakers, for example, blurring day and evening, adding more knitwear and changing proportions as well as making sure we are always true to the brand codes…

Model on catwalk wearing a purple puffer jacket and colourful skirt

A look from the Fall/Winter 2018-19 collection

3. What were some of the inspirations behind the new collection?

The inspiration was the glamour of Marilyn Monroe, mixing it with the sporty chic feel of Los Angeles, the colours the shapes, the body-con effect. I think it’s very modern and glamorous at the same time.

4. What comes first functionality or style?

In fashion I think you need to try and serve both. Than it depends on the woman’s taste how she wants to live.

Model on catwalk wearing a colourful summer dress

A look from the Emilio Pucci Spring/Summer 2019 collection

5. Earlier this year you collaborated with artist Mouna Rebeiz, creating a piggy bank as part of a charity auction. Do you see fashion as an art form?

We have always enjoyed collaborations and we delighted to participate to Mouna’s project. I’m not sure fashion is art, however they do sometimes cross paths and we have done that in the past with some very special brands. However I do believe my father could have loved being an artist and his prints are just as perfect and recognisable as art pieces, classical in their longevity. He also did lithographs and I have had some contact with artists too on the interpretation of the brand.

6. What’s the best city in the world for shopping?

Dubai – the gold market, the BURJ Khalifa, the mall of the Emirates. Just the quantities of possibilities for shopping are totally incredible there! Also I love Hong Kong for shopping – Hollywood road for the antique shops, Lane Crawford department store and all the shopping areas around Ocean Center.

Discover Emilio Pucci’s latest collections: