We look at the radical journey of Massimo Giorgetti, the creative director of the iconic house of Emilio Pucci, for a little January pick-me-up.
By Aishwarya Tyagi
Massimo Giorgetti’s ‘The Pilot Episode’ moodboard
The current wave of Milanese fashion has been all about revision and reinvention. Setting the tone and bringing meaning to the term ‘new cool’ was Alessandro Michele’s shining makeover of Gucci that redefined the iconic brand’s traditionally sensual look – adding a geek chic element to luxury clothing. Spreading its reach to Pucci, a void for innovation and profound change was left to revamp the glam-girl mould left by creative director Peter Dundas, who left to take the helm at Roberto Cavalli. Bringing in young and approachable MSGM’s Giorgetti and his brazen charm to Emilio Pucci, sent out an instant message to the fashion world announcing an era of reformation, counter culture and marking a bold step on the brand’s part to revive its 100-year-old aristocratic history of technicolour prints, graphics and traditional patterns.
Massimo Giorgetti waves at Emilio Pucci’s spring/summer 16 show in Milan
The cruise collection for Pucci debuted at Pitti Uomo in Florence where the onlookers were treated to a preview, of what Giorgetti calls, “The Pilot Episode”. The first thing you notice about Giorgetti’s version of Pucci is its complete nonchalance with cheeky designs and a fresh sporty appeal. Staying true to the house’s taste for unexpected combinations and patterns, the designer picks up a simpler approach with embroidered shift dresses, bags, and playful take on the Pucci icon – with an intrinsic aristocratic air.
The spring/summer 16 collection dropped hints of Nineties grunge streetwear wrapped up in traditional Pucci heritage of colourful features, sequins, and asymmetric proportions. Instagram generation fans of Giorgetti’s contemporary streetwear label MSGM can relate to his tongue-in-cheek prints and modern textures for Pucci signalling a new chapter and a radical change in the brand’s long running story.
