Emilio Pucci
Founder of the Florence fashion house Emilio Pucci
Emilio Pucci (1914 to 1992) was an Italian designer from Florence whose vivid printed silks became a symbol of 1960s style and of post-war Italian fashion. He founded his house in 1947, and it has been controlled by LVMH since 2000 and fully owned by the group since 2021.
| Role | Founder, Emilio Pucci |
|---|---|
| Founded | 1947, Florence |
| Owner of brand | LVMH (67 per cent from 2000, 100 per cent from 2021) |
| Signature | Printed silk and silk jersey |
| Born | 1914, Naples |
| Died | 1992 |
Who is Emilio Pucci?
Emilio Pucci, Marchese di Barsento, was born in Naples in 1914 and lived and worked for much of his life in the Palazzo Pucci in Florence. He died in 1992. He is remembered as one of the founders of modern Italian fashion and as the creator of instantly recognisable prints in acid yellows, turquoises and pinks.
Career
Pucci's entry into fashion came through sport. He designed skiwear while at Reed College in the United States, and in 1947 his designs were photographed by Toni Frissell for Harper's Bazaar, which featured them in its winter 1948 issue. That year he established his couture house in Florence, and around 1949 to 1950 he opened a boutique on the island of Capri, first focusing on swimwear and then on printed silk scarves and clothing.
- 1947: founds his house in Florence
- Around 1950: opens a boutique on Capri
- 1960s: prints and silk jersey define the jet-set look
- 1963 to 1972: member of the Italian Chamber of Deputies
- 2000: LVMH acquires a 67 per cent stake
His lightweight silk jersey dresses and bold prints suited the new era of travel and leisure, and in the 1960s they became part of the psychedelic aesthetic of the decade. Pucci also served in the Italian parliament for the Liberal Party from 1963 to 1972, while continuing to lead his company.
Influence on the fashion business
Pucci helped build the international reputation of Italian fashion in the post-war years, when Florence was the first showcase for Italian designers. His house shows the commercial power of a strong print archive, which can be reinterpreted across clothing, accessories and homeware.
After his death his daughter Laudomia Pucci led the brand. LVMH acquired 67 per cent in 2000 and bought the remaining 33 per cent from the family in June 2021. Creative directors after the founder have included Christian Lacroix, Matthew Williamson, Peter Dundas and Massimo Giorgetti, and Camille Miceli was appointed in 2021.
Why it matters
Pucci's work demonstrates how a distinctive visual signature can become a lasting brand asset. For a luxury group, his archive is a library of prints that can be reused and licensed, and his career is a reminder of the central role of Florence and Italian craft in the birth of modern luxury.
Frequently asked questions
Who was Emilio Pucci?
Emilio Pucci was an Italian fashion designer and aristocrat who founded his fashion house in Florence in 1947. He was famous for vivid printed silks and died in 1992.
Who owns Pucci?
LVMH bought a 67 per cent stake in Emilio Pucci in 2000 and acquired the remaining 33 per cent from the Pucci family in June 2021.