Pucci, the renowned Italian fashion house, is undergoing a significant rebranding journey with the appointment of Saar Debrouwere as CEO. This move is part of LVMH’s strategy to fully acquire the brand, which started in June 2021 with their acquisition of a 33% stake. LVMH has had a majority stake in Pucci since 2000, making this a natural progression in their partnership.
To kickstart the rebranding process, Camille Miceli was chosen to lead the creative direction of Pucci. Miceli, known for her innovative and bold designs, has already implemented significant changes. The fashion house has adopted a new name, simplifying it to just “Pucci,” and has unveiled a fresh logo inspired by the 1953 ‘Capri Sport’ archive label. The logo showcases a capital P in the form of two intersecting fishes, symbolizing the brand’s connection to its resort origins.
In addition to the visual rebranding, Pucci has also shifted its business model to focus on “see now, buy now” capsule collections. This means that the collections are made available for purchase immediately after they are presented to the press and public, deviating from the traditional fashion calendar. This approach allows Pucci to cater to the fast-paced demands of the fashion market and provide instant gratification to their customers.
With the reinvention of the brand well underway, Pucci has now secured Saar Debrouwere as their new CEO. Debrouwere joins Pucci from Icicle, where she served as the product and design director. Prior to that, she honed her skills at Acne Studios in Stockholm for over eight years. Debrouwere’s extensive experience in the industry, combined with her international background, makes her a valuable asset to drive the progress and growth of Pucci. Her expertise in various product departments positions her well to lead the brand into a successful future.
LVMH’s internal note expressed their satisfaction with Debrouwere’s appointment, highlighting her international experience as an ideal preparation for this role. Sidney Toledano, the CEO of LVMH Fashion Group, emphasized the importance of combining Pucci’s lifestyle and resort heritage with the creative modernity brought by Miceli and Debrouwere. Together, they are expected to create a fusion of captivating designs that blend Pucci’s rich legacy with contemporary aesthetics.
As Pucci embarks on this exciting journey of rebranding and growth, the future looks promising. The collaboration between Miceli and Debrouwere holds great potential to captivate the fashion world with their innovative vision. Pucci is poised to continue making strides in the industry, solidifying its position as a dynamic and influential fashion house.
Useful Links:
1. Pucci Official Website
2. LVMH’s Pucci Page
