Emilio Pucci
Florentine prints from the Riviera era.
Emilio Pucci was founded in 1947 by Emilio Pucci, Marquis of Barsento, an Italian aristocrat and former Olympic skier who began designing ski clothes for friends in Capri before opening a couture house in Florence. The label became one of the defining visual identities of postwar Italian fashion, built on silk jersey, riotous geometric prints and a lightness adapted to the resort wardrobe of the jet set — Marilyn Monroe was buried in a Pucci dress. LVMH took a sixty-seven percent stake in 2000 and acquired the remaining family shares in 2021, taking full control. Recent strategy has narrowed the brand back to its original resort focus, with boutiques concentrated in Saint-Tropez, Capri, Portofino, Palm Beach and Miami. The fragrance line has run through several licensing arrangements over the decades and shares the print-driven sensibility of the parent house. Pucci suits a wearer who takes the Italian Riviera in the 1960s as a still-current style brief — colour, silk, and unhurried glamour.
Releases
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
