Emilio Pucci SS16

New creative chief Massimo Giorgetti has gone for a new look with the first Emilio Pucci campaign under his watch. Gone are the supermodels for which the brand is known to be replaced by new faces Odette Pavolova and Kadri Vahersalu as the brand’s faces.

Significantly, the campaign was unveiled via the brand’s social media channels first. Glossy magazines may still call the shots in many areas but when it comes to communicating a brand message, Instagram is the place to be.

Emilio Pucci SS16

Giorgetti said of the campaign: “Pucci’s sophisticated past is always present, but it’s twisted and tweaked. The pieces are all very high end, but the attitude is easy and cool. These are bon ton girls who run around with undone hair.”

Despite the newness, the campaign (which was shot by Ezra Petronio) retains Pucci’s very Italian profile.

Emilio Pucci SS16

It was photographed at the Renaissance palazzo Villa Gaberaia in the hills near Florence. Shot in fading light, the pictures have more than a touch of La Dolce Vita about them – Marcello Mastroianni could almost be just around the corner.

Emilio Pucci SS16