What goes around comes around

At the end the confirm arrived: Massimo Giorgetti is the new Emilio Pucci Creative Director.


Massimo Giorgetti

After the last fashion show in February, where the former designer Peter Dundas said goodbye coming out with all his collaborators thrilling all the guests, the historical Florentine maison, owned by the LVMH Group, was ready for a new era.

A new era that starts today with the announce about the future of Peter Dundas, who will go back to Roberto Cavalli, where he has alreay worked between 2002 and 2006, as the new Creative Director after his seven-year experience in Pucci.


Peter Dundas

Among the candidates at the helm of Pucci there were Mary Katrantzou, who refused the opportunity to foucs on her line, and Marco Zanini, former Rochas and Schiapparelli Creative Director.

The decision to hire Giorgetti is probably linked to a desire to rejuvenate the brand; he embodies the entrepreneurial spirit of a new generation of designers. In 2009 he launched his own brand, MSGM, that in a few yesrs reached an international success with his lively and irriverent prints, declined in bold colors often getting inspiration from photographic suggestions.

Giorgetti will definitely take away Pucci from his fleshly bohemien-chic style, denying the woman who Dundas, season after season, made us love and he will head on easier and more democratic collections.


This is just the latest in a series of changes in the creative direction department of different brands during this months.

Recently we have witnessed the passing of the baton between Frida Giannini and Alessandro Michele inside Gucci, and the appointment of John Galliano as designer for Maison Margiela; the last Carven collection presented in Paris two weeks ago has been the springboard for the new couple Alexis Martial e Adrien Caillaudaud heading the brand and replacing Guillaume Henry, now at the helm of Nina Ricci. Profitable has been the case of Rochas with Alessandro dell’Acqua and Versus with Anthony Vaccarello.

All these changes, for sure well designed and planned, bring innovation and pending the discovery of the next collections in the consumer’s eyes but they bring with them also the risk to create mess and chaos in people’s minds, especially in customers’ones; changes must always be supported by coherency: between a new creative director and the heritage of the brand for example, between one collection and another one and between a brand promise and reality in order to not disappoint customer’s expectations and the most important source of wealth for a fashion brand: loyalty.

Andrea Prato



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