Pucci will return to Florence

When asked "Are you planning to present your upcoming collections with a physical fashion show?", Camille Miceli, the creative director of Emilio Pucci, replied in a 'L'Officiel' interview as follows: "Not at the moment, not least because it would lose meaning with the 'see now - buy now' formula. I realise I can not have both the fashion show and the lookbook pictures, so I am forced to make a choice. I have to say that I like seeing how my collections are interpreted by talent, and I find it less expensive than a 10-minute fashion show." Since that interview, things have changed, and changed a lot. The fashion house will show for the first time under Camille's direction on 4 May in Florence. Since Miceli took the helm at Pucci in September 2021, she has always preferred to focus the brand on resort collections that can be seen and bought immediately, but now the maison is returning with an event - outside of the fashion month calendar - that draws on the brand's roots. The announcement of the runway show is accompanied by an archive shot of models on the roof of Palazzo Pucci wearing the SS1967 collection.

Camille's debut collection was presented in Capri in April 2022 with a two-day event where friends and acquaintances of the brand, industry insiders and celebrities dressed in Pucci attended yoga classes and dined on the beach. The choice of location was by no means coincidental, because apart from the beauty of the island and the Mediterranean vibe that permeates this land, it was here where founder Emilio Pucci opened his first boutique in 1951. To honour the origins of the brand and its creator, Camille hosted an event in the Swiss resort of St Moritz last December to present the Pucci x Fusalp winter collection. So it is that after a season of events at the heart of the brand's history, Camille returns to the place where it all began in Florence in 1949.