Legendary Longevity

Jayne Green talks to the refreshingly honest Mrs. Laudomia Pucci, the daughter of the renowned fashion designer Emilio Pucci, about its Fall Winter 2018-19 collection and the glamorous core of this eponymous brand.

Your father, Emilio Pucci, is easily one of the most outstanding designers of his time. Do you feel a certain level of pressure to ‘live-up’ to expectations being his daughter?

There is always some sort of pressure when you enter a family business, as of course the name you carry is not per se sufficient to assure a successful succession. In my case it’s just been harder because often people think it is all automatic; however, it’s now been 33 years I’ve been working in the brand and I can only feel happy that my father gave me the opportunity of carrying his brand forward. Today Pucci exists thanks to the fact that I have been able to change most of the company, from the ownership (i.e. today LVMH is the major shareholder) onwards, yet keeping a strong sense of continuity with its origins and DNA.

Emilio Pucci’s own ties with America – his love for sportswear and a groundbreaking lingerie deal dating back to the Fifties - inspire a glitzy detour across ideas of femininity. The jet set aura and the sporty spirit are mixed and glamorously mingled. How have you ensured that this vision is showcased throughout the design in your Fall Winter 2018-19 collection?

The Pucci narrative is very vast and allows the creative team to be curious and experimental with the brand, mixing different moments of its history and of its world. This season it’s the glamour of Hollywood mixed with feminine lingerie, an urban sporty touch and various elements of the brand were carried forward and played around with. I thought it was modern, fresh and very desirable.

You have already collaborated with a whole accolade of renowned designers such as Christian Lacroix, Stephan Janson to Peter Dundas. Is there anyone else you would love to collaborate with?

I always enjoy working with talents, it can be the print team, the designers, even an artist. I always learn and discover something new.

Marilyn Monroe was famously buried in a Pucci dress. What design from the Emilio Pucci brand could you not live without?

It’s more than a print for me. It’s a lifestyle concept that I believe is perfect, I live by it, easy to travel in, glamorous, and you can style it as you wish and it always looks right.

People are more aware of what they are wearing now-a-days and where their clothing is sourced. Do you follow a particular ethical approach throughout your portfolio?

We are very conscious about sustainability and for example we source fabrics, as our jersey, in a sustainable way. We also have had no waste product for many years and buy and re-use leftover fabrics for multiple purposes. I think it’s very important.

This idea of jet-set lifestyle continues to play a relevant role in the development of the label. Where do you gain your inspiration for such innovative designs?

The brand has clearly too many possibilities and so many ways of looking at it, however lifestyle is key and jet-set for me means happy moments: inspirations from happiness is quite easy.

What is your plan for the near future, and where do you hope to take Emilio Pucci in the next five to ten years?

I am more and more attracted to young talents and try to work and scout them all over. I would like to prepare a new generation to learn and love this brand, and react to its deep meaning.

Tell us about your biggest challenge that you have faced with Emilio Pucci and how you have overcome such difficulties

After more than 30 years in the brand I do not feel like it has been an issue with challenges, but finding solutions. I enjoy innovating the way I relate to the brand.

How would you describe someone who wears Emilio Pucci?

The Pucci woman is a confident international woman who enjoys travel and life. She has no age; she loves art and colours! She is feminine and has a strong sense of aesthetics.

Your designs are very charismatic and unique, with such an artistic flair being present would one find them practical?

Yes, one often thinks it is all about prints but this is just a side even if key. The practicality comes from the mix and match, as well as the styling.

Quickfire Questions

Favourite scent?

En Passant – Edition Frederic Malle

Favourite designer? (other than Emilio Pucci)

Not sure, probably for this summer, Jacquemus

Favourite food?

Salads, green and vegetables

Favourite beauty product?

Guerlain Cosmetics

www.emiliopucci.com

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