Emilio Pucci

Everybody recognises Pucci. As brand identities go, Pucci’s is one of the most distinctive around, boasting instant recognition without ever needing something as direct as a logo printed on its garments. Instead, an ever-changing kaleidoscope of blues, greens, pinks, lilacs and yellows signals a Pucci design. An abundance of colour isn’t Pucci’s only calling card, though; style-wise, each of its patterns possesses a glamorous, jet-set quality, borrowing inspiration from Mediterranean landscapes, Bali Batiks and African or Sicilian mosaics. Look to the Vivara to see what we mean: named after an Italian island, the signature print portrays reflections of the sun and moon on ocean water. While many others have tried to emulate the aesthetic, Pucci resists replication through its uncompromising and unwavering creative vision.

Emilio Pucci spent many of his early years between his family’s palace in the Swiss Alps and the exclusive resorts of Capri, Italy – so it’s only natural that he went on to design clothes for these formative spaces. With their bright shades and lightweight fabrics, his pieces became synonymous with the Mediterranean and something of an unofficial uniform for the jet set. The designs brought ease and sophistication to travel and then slipped seamlessly into the holiday itself – think kaftans, swimwear, day dresses and matching separates. Soon, the resortwear was in demand among movie stars, heiresses and royalty, such was its inherent glamour – the result of Pucci’s discerning taste and inherent understanding of these unique, enigmatic locations. When on holiday, these glamorous women wanted fluidity, fun, freedom – a commitment that Pucci continues to deliver to this day.

There are two schools of thought when it comes to styling Pucci, and which school you fall into depends entirely on where you sit on the minimalist-maximalist spectrum. For those who prefer understatement (yet still can’t resist the draw of a Pucci pattern), we suggest incorporating a Pucci statement into an otherwise quiet look – a colourful blouse or scarf set against a neutral tailored two-piece, for example. The other approach is to make maximalism the basis of your look: an all-over printed dress or matching printed top and trousers will allow you to fully embody the Pucci mood. If your day-to-day life feels more aligned with the former styling ethos, then use your next holiday as the perfect excuse to dive headfirst into the extravagance of the latter, just as the brand intended.

You can’t talk about Pucci without mentioning silk – the precious fabric is inherently associated with the brand. In the mid-20th century, founder Emilio Pucci worked with chemists and fabric manufacturers to pioneer light, wrinkle-proof and unlined garments that went on to become the foundation of his label. Not only is silk comfortable and surprisingly durable, but the fabric also lends itself naturally to Pucci’s patterns, with precision printing techniques used to showcase the highest level of detail and colour depth. A Pucci print would captivate on any canvas, but there’s no denying that the vibrant, colourful swirls come alive most when printed on silk. What’s more, its innate fluidity and constant movement align perfectly with the brand’s resort aesthetic – silk is always calling to float in a warm Mediterranean breeze, after all.