After months of speculation, Pucci's Peter Dundas finally confirmed on Thursday that he is returning to Roberto Cavalli as creative director, and Pucci did not wait long to appoint his replacement. On Friday, the LVMH-owned Italian brand confirmed that Massimo Giorgetti, 38, will be its new creative director starting in April. His first collection for Pucci will debut on the runway in Milan in the fall. He will continue to design MSGM, the line he launched in 2009.
LVMH bought Pucci in 2000, eight years after Emilio Pucci, known as the "prince of prints," passed away and his daughter, Laudomia Pucci, took over as creative director. A representative for the brand confirmed she is acting as interim CEO, and was involved in the hiring process alongside Delphine Arnault.
The first creative director LVMH hired for the brand was Puerto Rican-born Julio Espada. Despite a recommendation from Marc Jacobs, Espada was replaced after only two years by Christian Lacroix. The lavish French designer stayed three years until Matthew Williamson was appointed in 2005. Dundas has had the longest stint at the label — he leaves now after seven years.
Giorgetti was born in Rimini, Italy, in 1977 and worked as a DJ and fashion consultant before partnering with Italian fashion group Paoloni in 2008 to launch his contemporary brand MSGM. The label has grown rapidly. It staged its first runway show and opened its first store in 2013, and doubled its points of sales in each of its first four years, according to the Business of Fashion. The brand's aesthetic embraces the same kind of colorful enthusiasm Pucci does. “It is our DNA: print, color and stripes,” said Giorgetti in 2013.
To accompany the announcement of his appointment at Pucci, Giorgetti released the image below as a "declaration of intention." Two young models are photographed in crisp white t-shirts and brightly patterned scarves as they stand on the roof of the Palazzo Pucci in Florence. "A white T-shirt like a blank paper, a new story to tell," writes Giorgetti.