Pucci
LVMH · Italy
Pucci is the Italian fashion house founded in 1947 by Marquis Emilio Pucci, celebrated for its vivid geometric prints. LVMH bought a majority in 2000 and full ownership in 2021, and has refocused the brand on resort wear under artistic director Camille Miceli.
| Founded | 1947 |
|---|---|
| Founder | Emilio Pucci, Marquis of Barsento |
| Owner | LVMH (majority 2000, full 2021) |
| Headquarters | Milan, Italy |
| Artistic director | Camille Miceli (appointed 2021) |
| CEO | Saar Debrouwere (since 2022) |
| Website | pucci.com |
What is Pucci?
Pucci is an Italian luxury brand known for bold, colourful prints on silk jersey, swimwear and accessories. It is wholly owned by LVMH. LVMH lists Camille Miceli, appointed in September 2021, as artistic director, and Saar Debrouwere as chief executive.
History
Emilio Pucci, Marquis of Barsento, came to fashion through skiwear in the late 1940s and opened his first boutique on Capri in 1950. His printed silks, the Emilioform jersey, palazzo pyjamas, caftans and early leggings made him known as the Prince of Prints. From 1965 he designed uniforms for Braniff International Airways. After his death in 1992 his daughter Laudomia continued the house. LVMH acquired 67% in 2000 and full ownership in 2021. Creative directors have included Christian Lacroix, Matthew Williamson, Peter Dundas and Massimo Giorgetti.
Products and positioning
Pucci occupies a niche within luxury focused on prints, colour and holiday dressing. Its offer includes ready-to-wear, swimwear, silk scarves, bags and accessories, with only a small men's range. The archive, with more than 500 colours according to LVMH, is the brand's main creative asset.
Business model and distribution
Pucci sells through its own boutiques, e-commerce and wholesale partners, with a strong presence in resort destinations through seasonal pop-ups. LVMH lists the company's headquarters in Milan, while the Pucci family palazzo in Florence remains closely tied to its heritage.
In recent seasons the brand has concentrated on capsule collections shown in holiday locations rather than a conventional runway calendar, reflecting its heritage in resort dressing. The archive and family heritage, overseen for many years by Laudomia Pucci, remain central to product development.
Why it matters
Pucci shows how a print-led heritage label can be repositioned around a clear seasonal theme. It is one of the smaller maisons in LVMH and a reference for prints and resort fashion.
Frequently asked questions
Who owns Pucci?
Pucci is wholly owned by LVMH. The group bought a 67% stake in 2000 and took full ownership in 2021.
What is Pucci known for?
Pucci is known for vivid geometric prints on silk, swimwear and resort clothing. Its founder, Emilio Pucci, was nicknamed the Prince of Prints.