All Change at Pucci

Massimo Giorgetti Appointed as Creative Director of Emilio Pucci

Following Peter Dundas' departure from Emilio Pucci to helm Roberto Cavalli, Emilio Pucci has announced its new creative director: Massimo Giorgetti. Giorgetti is best known for his own brand MSGM, which has seen impressive growth in both its men’s and women’s lines. MSGM is a young brand and the LVMH-owned Emilio Pucci has been attracting a younger audience recently, making the appointment of Giorgetti reasonable. Giorgetti’s appointment solidifies the trend of storied labels hiring on young talent as creative directors, for example, Jeremy Scott for Moschino, Humbeto Leon and Carol Lim for Kenzo among others. The younger candidates may be less prestigious or experienced, but are more in line with the younger generation of shoppers being familiar with the digital age, and these refreshing appointments have proven successful in reviving less successful brands. Let’s wait and see whether Giorgetti’s appointment at Emilio Pucci will put the label back at the forefront of fashion as it once was.