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Emilio Pucci Celebrates Florentine Center for Italian Fashion

The Florence-based fashion house launched a series of initiatives “involving the city and making it live,” said chief executive officer Laudomia Pucci.

PUCCI’S PART: As part of the events orchestrated by Pitti Immagine to celebrate the 60th anniversary of the Florentine center for Italian fashion, Florence-based fashion house Emilio Pucci launched on Tuesday a series of initiatives “involving the city and making it live,” said chief executive officer Laudomia Pucci.

“I use to Puccify my girls, this time we Puccified the Battistero,” said Emilio Pucci creative director Peter Dundas, referring to the fact that the company covered Florence’s Baptistry of Piazza San Giovanni with a 21,528-square-foot PVC material showing the same pattern of the “Battistero” scarf. This is a colorful silk foulard designed by the marquis Emilio Pucci in 1957 featuring an artsy areal view of Piazza San Giovanni.

“That foulard represents a place which my father really loved and which is so close to our headquarters,” said Pucci. The executive underscored that the “Monumental Pucci” project, defined “an art installation,” is an homage to Florence, “which is not a touristic city, but also an important business and manufacturing center.”

To celebrate the initiative, Pucci also opened the doors of her family’s Palazzo Pucci to host a cocktail party, where the company projected behind-the-scenes images of the “Monumental Pucci” project, and unveiled a number of archival clothes shown in vintage images shot in Florence. In addition, an expert print artisan showed the public how an Emilio Pucci scarf is made - until Thursday the same experience will be also offered at the company’s flagship store in Florence, where a re-edition of the company’s “Battistero” scarf is currently available in three color combinations.

“We didn’t want to create a real collection, it’s just a small thing to celebrate the event,” said Pucci, who also revealed that she will soon welcome some students of London’s Central Saint Martins fashion school to do research at Palazzo Pucci and at the company’s villa in Granaiolo, which houses the label’s archives.