Emilio Pucci

Italian politician Emilio Pucci launched his eponymous label in the Forties, He originally set out to revolutionize skiwear and his sleek winter styles soon caught the attention of Harper’s Bazaar photographer Toni Frissell who greatly admired his innovative use of stretch fabrics.

The now iconic kaleidoscopic prints became the Pucci trademark, and the label expanded enormously, creating everything from swimwear to kaftans, dresses and accessories. In 2015, Massimo Giorgetti took over as creative director and continues to remain true to the Italian label's penchant for irreverent, joyful prints and bold colour.