Emilio Pucci Back to Capri for the Spring/Summer 2016

May 2016
Emilio Pucci makes a summer return to Capri, the magical island where the Pucci dream first started over six decades ago. A new boutique now opens on the glittering Via Camerelle, featuring a tightly edited selection of all of Pucci’s product categories from ready to wear to accessories, designed by Creative Director Massimo Giorgetti.

No place crystalizes so clearly the unmistakable essence of the Pucci brand as the island of Capri. The boutique itself features floor-to-ceiling, black and white vintage photography, pulled from the Pucci archives in Florence, of women wearing the brand’s first resort-inspired collections while on summer holiday in Capri. Via Camerelle, the famous cobblestoned street in the heart of the island’s chic shopping and nightlife, is where the Marchese Emilio Pucci himself used to stroll with a gang of glamorous, jet-setting women. In Marina Piccola, the Marchese opened the doors to his very first boutique, La Canzone del Mare in 1951. For 30 years the shop remained an iconic, requisite destina- tion for worldly women seeking joyful, sophisticated and effortless clothing, while the nascent brand itself ushered in the beginning of Italy’s brilliant post-war fashion boom.

Now that magnetic energy resurfaces as Pucci returns to its long-standing roots on the island. The new shop, with a special resort concept, is the perfect canvas for Pucci’s color-saturated, sensationally patterned clothing. The ready to wear collection hangs on lacquered metal racks, while glass shelving features sunglasses, handbags and other leather goods. Foulards are folded in a glass-topped chest of drawers in the center of the space, while a pink coral carpet adds a soft touch under foot.

To celebrate the opening in this historic location, the Capri boutique will feature an exclusive beachwear and accessories capsule collection inspired by the city itself. Garments and accessories are embellished with the “Piazzetta di Capri” – an exuberant archive print featuring a stylized hand-drawn scene of Capri’s famous piazza that was first designed in 1954. The new collection offers a perfect selection of summer seaside essentials: bags, pouches, swimsuits, T-shirts, kaftans, pareos and beach towels. With this and the new shop, the love affair between Pucci and Capri is rekindled, and the spirit of brand’s intoxicating joie de vivre comes home.