Massimo Giorgetti Is The New Emilio Pucci Creative Director
We knew that Peter Dundas had given his final bow on the Emilio Pucci fall/ winter 2015-2016 runway show. We knew that he would be leaving the amazingly alluring Pucci house and heading back to Roberto Cavalli. The rumours have been confirmed and Dundas has retaken his old post, meaning that the Emilio Pucci house’s position for a creative director was left open to considerations as to who would be his successor. What was even more thought provoking was the doubt placed in our minds as to how the successor would be able to fill out the footprints left behind by Peter Dundas. His replacement has been decided on however and it appears that Massimo Giorgetti of MSGM has managed to wheedle his way into this seat. It’s like a never-ending game of musical chairs actually, and one, which we are not surprisingly growing tired of. With MSGM’s fashion ideals so far from the Emilio Pucci line’s more sophisticated and charming designs, we have to really begin to wonder about how this is going to work out. For years, the Emilio Pucci brand has been an unfaltering favorite of ours, while MSGM has struggled to make it onto our radar. We really would hate to see that change in a matter of a few months’ time, as we can certainly expect to see Giorgetti’s spring/summer 2016 collection hit the Fashion Week catwalk around September or October.
Who exactly is Massimo Giorgetti?
Born in Rimini in 1977, the designer has always had a passion for fashion; he finished high school only to begin working for some of the top boutiques and show rooms distributing international brands. He may have begun his life studying accounting, but the world of fashion was his calling and it would have been impossible not to answer when it came calling. He has also worked as a DJ, his favourite musical group being “MGMT and the Stokes” according to the MSGM website. He is a professional designer in his own right and has been creative director since 2004. He loves to mix and match with a sense of detachment and revolution apparently, his inspirations coming from incredibly successful fashion houses such as Yves Saint Laurent, Coco Chanel, and Walter Albini, amongst many others.
The MSGM brand is his own actually, founded back in 2009 in partnership with the Paolini Group, currently stocked in over 600 stores, and offers fair pricing on items that are totally young, often irreverent and perfect for inspiring street styles. The collections come in bold colours and prints more often than not.
At this point, we know that Giorgetti will take on the creative director position with Pucci next month, coming and going between his brand’s headquarters in Milan and Pucci’s in Florence. Of late, the Emilio Pucci house issued a press release in which they stated and emphasized the house’s own history of epitomising “a lifestyle that expresses freedom, boldness, youth . . . luxury and sophistication with humour and innovation,” which seems to be a perfect fit apparently with Giorgetti’s ideals. We have our doubts, of course, but certainly will stand to be corrected should we realize that the designer can keep the house’s image high and the pieces paraded on the catwalks as perfectly sensual as they have always been. It may actually be exactly what the brand needed to re-energize itself and refresh its talent base, adding the youthful designer to its line-up. We have seen how well youth does in the fashion industry, from Carol Lim for Kenzo to Jeremy Scott for Moschino and Olivier Rousteing at Balmain. Perhaps Pucci will benefit from this new partnership as well and Giorgetti will allow himself to reimagine womenswear in a way that is totally opposite to his own MSGM.
Photo courtesy of Vogue