Emilio Pucci confirms the departure of Massimo Giorgetti

Apparently Massimo Giorgetti was not the right fit for Emilio Pucci. After a two year tenure, the young designer is stepping down. In a brief statement, the famed Florentine fashion house belonging to LVMH announced that the separation was by  total agreement," and would take effect this April, as anticipated by FashionNetwork a few days ago.

Massimo Giorgetti lors de son dernier défilé pour Emilio Pucci,en février à Milan - © PixelFormula

The 40-year-old designer grew up in San Mauro Pascoli, near Rimini, spending time in his parents' embroidery workshop and his uncle's textile lab. Also the head of his own contemporary ready-to-wear label MSGM, launched in 2009, Giorgetti said in the statement: "Today, my brand needs more and more of my attention and all of my energy." 

MSGM takes its cues from casual sportswear and is known primarily for its prints. The brand has enjoyed exponential growth in sales, reaching the 45 million euros, almost as much as Emilio Pucci, estimated to be around 47 million euros. Since 2013, MSMG has opened seven directly operated stores and is distributed in more than 400 multi-brand stores worldwide.

Massimo Giorgetti was recruited by Emilio Pucci in 2015 to succeed Peter Dundas, who left for Roberto Cavalli. In a few seasons, the designer was able to rejuvenate the image of the brand, giving it a more modern twist. But it appears he did not manage to consolidate this new positioning, the most recent collections missing the mark with buyers.

According to some sources, Emilio Pucci has already begun to test the market in search of a new designer.

Translated by Susan Spies

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