The historic Pucci fashion house ushers in a new era with rebranding by Camile Miceli. The Artistic Director envisions a new outlook for the brand, not only stylistically, but also from a marketing point of view. Pucci in fact abandons the canonical launch of seasonal collections, by means of fashion shows or launches, aiming to focus instead on limited editions with distinct releases on social and digital media.

Starting April 29, the new collection “La Grotta Azzurra,” a capsule inspired by Capri, Emilio Pucci’s favorite destination, will be launched online.

The collection is a tribute to Italian-style vacations and joie de vivre: iconic prints redesigned for the collection by hand, fluid cuts and bold palettes recount a contemporary woman traveling to the Amalfi Coast, who loves to relax in the sun during the day on fabled beaches and have fun at a pool party in the evening.

The liveliness and lightheartedness of the collection are elements that shaped the photographic creative guide that EPHOTO created for the brand.
In fact, EPHOTO produced the eCommerce shoot for the collection focusing on playful posing and bright light, translating the lightheartedness and femininity that Pucci’s new soul seeks to portray.