LVMH, the renowned French luxury conglomerate, has recently completed the full acquisition of Emilio Pucci, a well-established Italian couture house. Previously, LVMH had a majority stake of 67% in the brand since 2000, and it has now obtained the remaining 33% held by the Pucci family. Consequently, Laudomia Pucci, the daughter of the brand’s founder and a significant figure within the company, will step down from her role as vice president and image director to focus on the brand’s archives and the legacy of her father. The financial details of this deal, estimated to be worth approximately 12 million euros, remain undisclosed.
Emilio Pucci has gained recognition for its vibrant prints and silk jersey pieces, which have become its signature style. However, the brand has been without a creative director since 2017. In order to revive its presence in the industry, Emilio Pucci has been implementing a relaunch strategy. This strategy involves collaboration with renowned designers such as Christelle Kocher, Tomo Koizumi, and Supreme, as well as relying on a young in-house creative team. The brand’s renewal has also been supported by the appointment of a new head of design, known for their experience at prestigious fashion houses like MMissoni, Max Mara, Chloé, and Nina Ricci. Additionally, Emilio Pucci has undergone internal reorganization, relocating its creative and commercial management to Milan, and shifting its production site to Castel Maggiore near Bologna.
LVMH expressed its appreciation to the Pucci family for their collaboration and commended Laudomia Pucci’s dedication to the brand. The conglomerate eagerly looks forward to supporting her efforts in preserving the house’s archives and heritage. With complete control over Emilio Pucci, LVMH aims to further develop and strengthen the brand’s position in the luxury fashion market.
Useful links:
1. Emilio Pucci official website: https://www.emiliopucci.com/
2. LVMH official website: https://www.lvmh.com/
