EMILIO PUCCI is an Italian luxury fashion house and print maison founded in 1947 by aristocrat, aviator and skier Emilio Pucci, Marquis of Barsento, in Florence, Italy. It has been owned by the LVMH group since 2000, which took full control of the house in 2021.
About the Brand and Founder
Emilio Pucci is one of Italy's fashion pioneers, celebrated for the vivid, kaleidoscopic prints that earned him the title The Prince of Prints. His career began unexpectedly on the Swiss ski slopes, and he opened his first boutique in Capri in 1950. A globetrotting citizen of the world moving between Florence and the jet-set resorts, he envisioned the modern woman with a revolutionary intuition full of style and personality. His colourful, graphic motifs on silk jersey quickly became the signature of the house and were originally derived from Renaissance and local Italian art. After his death in 1992, his daughter Laudomia Pucci continued to design under the Pucci name, later becoming guardian of the archive and heritage. Today the house's artistic direction is led by Camille Miceli, appointed on 1 September 2021.
Key Features
- Bold, hand-crafted geometric and abstract prints in signature sherbet and jewel tones, rooted in the house's rich print archive.
- Fluid, lightweight construction built on Pucci's innovative Emilioform stretch jersey, designed for total freedom of movement.
- Collections span ready-to-wear, resort and beachwear, accessories, handbags, and the maison's iconic printed silk scarves.
- Each collection draws on travel, Mediterranean light and Italian art — most recently the Sicily-inspired "L'Alba" line unveiled by Miceli.
Vision and Values
The brand's spirit is captured in its founder's creed: "cheerfulness is one of the most important elements of fashion, and I get it with colour." Emilio Pucci positions itself as a house of joyful, effortless elegance — fast, spontaneous and made for the woman always on the go. It champions a return to its resort-focused roots, celebrating over 70 years of the joy and art of Italian living, dynamism, sunshine, harmony and a sense of freedom.
Prince of Prints and pioneer of the jet set, EMILIO PUCCI turns Mediterranean light and Italian artistry into wearable colour — dressing the modern woman in the joy of print.