What lies behind Emilio Pucci, the new LVMH acquisition

The French luxury group LVMH has acquired the Italian brand Emilio Pucci. LVMH, which has owned 67% of the firm since 2002, now holds 100% of the shares.


The French group now becomes the sole owner of the brand, having bought out the last shares held by the family of the brand’s founder, notably Laudomia Pucci. The former vice-president and image director is leaving the family business. The cost of the transaction has not yet been disclosed.


Nevertheless, this takeover could mark a new turning point for the brand. Pucci, which has not had an artistic director since 2017, will therefore certainly be able to see its brand reborn, focused on future new goals.


Emilio Pucci: the mid-century wonder


Born in 1914 in Florence, Italy, Marquis Emilio Pucci caused a fashion sensation in the 1950s with the creation of a revolutionary ski suit. Later, by creating a line of cruisewear as simple as it was seductive, with a free-spirited look and bright colours, he became the adored designer of Marilyn Monroe, Madonna and Nicole Kidman.


His revolutionary approach to fashion won over many an international admirer of his daring and original creations. He has even been dubbed “The Prince of Prints“. “My father was a minimalist before the advent of minimalism, a jet setter before the first jets took flight, a scientist before fabric technology became a discipline in itself, a provocateur in his modernity and daring dress” , said his daughter, Laudomia Pucci.


Inspired by the natural landscapes of the Mediterranean and exotic cultures, Emilio Pucci has created a unique and personal style through his brand, characterised by bright and luminous colours.


Prince Of Prints: The History Of Emilio Pucci - A&E Magazine
One of his iconic designs from the 1960s © Emilio Pucci


Organic shapes, geometric patterns, vibrant colours: nothing is left out at Pucci, who tries to put his vision of the freedom of shapes and colours at the service of fashion. The artist is also inspired by the world around him: Sicilian mosaics, heraldic banners from the famous Palio horse race in Siena, batiks from Bali and African motifs.


This acquisition of the brand by LVMH was therefore possibly carried out with the aim of reviving Emilio Pucci’s artistic line during the 1950s, characterised by its pop prints, flashy colours and graphic motifs.




Featured photo : © Emilio Pucci


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The editorial team
Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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