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Massimo Giorgetti: 'People still love Pucci prints'

Massimo Giorgetti: 'People still love Pucci prints'

Pucci creative director Massimo Giorgetti hopes to reinvigorate the luxury brand by giving classic styles a modern edge.

After finding commercial and critical success with his own contemporary label MSGM, Giorgetti was appointed creative director of Italian label Pucci in spring last year (15). Taking over from Peter Dundas, who moved to Roberto Cavalli, Giorgetti's arrival has heralded a new era for the brand, with him bringing a youthful signature.

While using the bold prints that have been the Italian brand’s signature since the 1940s, Giorgetti also featured eccentric, energetic designs such as high-waisted trousers and jumpsuits in his first collection for the label which bowed in Milan last September (15).

But at the forefront of his mind is striking the right balance with the past.

"It would be too easy to use the archival prints, so we have to do it step by step," he told WWD, adding that there is a continuing demands for Pucci prints. "People still love and want them. My first collection was criticised because there were not enough prints... I wanted to do something different from the iconic prints, but now it’s the right time to start work on those iconic signs."

Giorgetti still marvels at many of the designs in the Pucci archives and is particularly inspired by military parkas from the '50s, jumpsuits and heritage skiwear.

Laudomia Pucci, daughter of founder Emilio Pucci, said Giorgetti remains respectful of the brand's codes but has brought a sense of innovation and excitement to the company, which was founded in 1947.

"Massimo has a modern way of thinking and knows the Italian lifestyle, he must and can pull this modernity together for the Pucci universe, which is very expansive,” she observed. "The brand is richer if it works with talent. If talent is on its own, it’s just another brand."

With renewed interest in the brand, Giorgetti sees "so much potential" and is planning to launch a line of sneakers as well as a new range of accessories.

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