Camille Miceli will unveil her first collection for Emilio Pucci in April in Capri

By

Dominique Muret

Translated by
Roberta HERRERA

Published
Jan 31, 2022

Emilio Pucci will soon relaunch and unveil its new image. The luxury house, of which LVMH has been majority owner since June 2021 (the group has controlled 67% of the shares since 2000), is preparing to unveil the first capsule collection designed by Camille Miceli, who was appointed creative director last September.

The presentation will take place on April 29 in Capri, Italy, as the label announced in a brief statement, adding that the designer was hired "with the intention of starting a new chapter in the history of the maison."

No details have been revealed about the event, but the little that is known suggests that it will take the form of a cruise fashion show. The choice of Capri as the location seems consistent with the brand’s new strategy implemented by LVMH and is also directly linked to the brand’s origins. The first store, which Emilio Pucci opened in 1951 on the island, was followed by its golden age the following decade, dressing the most celebrated personalities that passed through the Italian jet-set destination, from Marilyn Monroe to Jackie Kennedy.
 
"The idea is to give the house a more resort-focused orientation, because we believe that's where its strength lies," said LVMH CEO Antonio Belloni last November during the "Show Me" event organized in Florence to promote the brand’s excellence. "If the product and the brand are well positioned and attractive, then the business works. We are very focused on finding a creative proposition for the brand and a space where it can find success with customers, all of course with management appropriate to its size."

On the same occasion, Camille Miceli spoke publicly for the first time: "Emilio Pucci is for me the house of joy, prints and lifestyle. The brand represents all the beauty of Italy. The challenge will be to make perfect garments with a touch of imperfection, because imperfection gives meaning to know-how," she explained, stressing the importance of "the talent of our creatives, without whom nothing would be possible."