SS16 campaigns: Pucci’s new look gets social media debut

Screen Shot 2016-02-14 at 20.08.14

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.

Screen Shot 2016-02-14 at 20.08.34

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.

Screen Shot 2016-02-14 at 20.09.14

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.

Screen Shot 2016-02-14 at 20.09.01

Emilio Pucci SS16

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s