Emilio Pucci to drop ‘see now, buy now’ collection in collaboration with MyTheresa

By

Dominique Muret

Translated by
Nicola Mira

Published
Apr 4, 2022

Emilio Pucci is deploying a new strategy for its relaunch. The Italian label, of which LVMH took full control in 2021, is rethinking its retail strategy, dropping capsule collections marketed with the ‘see now, buy now’ formula on the same day they are presented to the media and public. The first drop is scheduled on April 29, with a show in Capri, and a first selection of items from the collection will be immediately commercialised via German e-tailer MyTheresa and Emilio Pucci’s own stores.

The Florentine label is renowned for its printed patterns and summer (as well as skiing) outfits, much coveted by celebrities, and features ready-to-wear, beachwear, accessories, eyewear and childrenswear. Last September, Emilio Pucci appointed a new creative director, Camille Miceli, hired with “the intention of starting a new chapter in the label’s history,” giving Pucci more of a resort feel.

Hence the choice of Capri as the venue for unveiling the designer’s first creations. The island has a strong historical link with Emilio Pucci. The label opened its very first boutique in 1951 in Capri, ushering in a golden decade when Emilio Pucci used to dress the most prominent personalities, from Marilyn Monroe to Jacky Kennedy, who visited this exclusive resort.

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The first collection by Miceli is named ‘La Grotta Azzurra’, a tribute to one of the most celebrated beauty spots on Capri. Miceli has designed “a colourful, joyful, nomadic collection rooted in Mediterranean style,” as the label stated in a press release, adding that the showcase will be an experiential event featuring various initiatives and culminating in a huge party that will recreate the jet-setting mood of the 1960s and 1970s, organized in a villa with MyTheresa, “exclusive partner to the event.”

The German fashion e-tailer has been chosen to exclusively commercialise the collection from April 29. ‘La Grotta Azzurra’ will also be available at Emilio Pucci stores and on the label’s e-shop, as selected items will be dropped on a monthly basis during May, June and July.