After a three-year absence Emilio Pucci has made a powerful catwalk come-back under the mischievous direction of Christelle Kocher, who injected a hefty dose of her couture streetwear into the Florentine label’s chic, mildly flippant aesthetic. The event was surely one of the most eagerly awaited of the Milan Fashion Week. Even though it featured only in the presentation programme, it attracted all the Italian fashion industry heavyweights, from the President of the Italian Fashion Chamber Carlo Capasa, to the boss of Pitti Uomo Raffaello Napoleone. Also spotted in the front row was the CEO of LVMH Fashion Group, Sidney Toledano in charge of the ‘smaller labels’ owned by the luxury group, among them Emilio Pucci. The Koché revolution was palpable as soon as one stepped into the small deconsecrated church of San Paolo Converso, the show’s venue. The audience was greeted by two stands where it was possible to customise the collection’s t-shirts, by wall-to-ceiling video screens and holograms, and by an installation with a VR headset which offered an advance 3D preview of some of the looks. A unique welcome, to clearly emphasise that Emilio Pucci is entering a new era.
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