pucci takes a new direction for spring/summer 16

Massimo Giorgetti's first collection as the new Creative Director of Pucci took the brand back to its seaside roots.

by Stuart Brumfitt
25 September 2015, 3:31pm

​Photography Jason Lloyd Evans

In his first collection as the Creative Director of Pucci, Massimo Giorgetti (also founder of Italian brand MGSM) took the brand in a different direction from previous designer Peter Dundas (now at Roberto Cavalli). Gone were the famous Pucci prints, and in their place, other archival references and a cool and clever use of founder Emilio's signature takes on chiffon tops and trims. 

Embroidered sea life swam across netted pieces, water and corals were captured in Monet-style effects and sequins shimmered throughout. It was a collection that offered many styles to many women: pleating could appeal to the Issey Miyake crowd, grungey proportions might speak to girls going through a 90s revival and -- worn differently to the way they were styled in the show -- dresses could still possess straight-up glamour. First collections at already renowned houses are never easy, but Giorgetti is Pucci's new wave and part of a wider shake up of Milan's main fashion ships. It'll be exciting to watch what comes next...

Read more i-D fashion month coverage here.


Text Stuart Brumfitt
Photography Jason Lloyd Evans

Fashion month
Milan Fashion Week
emilio pucci
spring/summer 16
massimo giorgetti
jason lloyd evans
ss 16