Emilio Pucci To Reboot As Resort-Focused Brand

Emilio Pucci, which has made a variety of fashion statements under a slew of prominent designers, is to return to its roots as a resort-focused brand, WWD has learned.

As a result, the Italian fashion house is reorganizing the workforce at its Milan headquarters and Bologna production site to match the new design and business approach. It is understood the company has held extensive discussions with unions in recent weeks, and a few dozen positions could be impacted.

In a statement provided exclusively to WWD, LVMH Moët Hennessy Louis Vuitton, which assumed majority control of the brand in 2000, confirmed the repositioning plan.

“Pucci has decided to evolve to adapt to the situation. This reorganization will allow Pucci to reshape its production facilities — in line with its strategic and creative shift — as well as its distribution network, to focus on best locations and to accelerate on e-commerce,” it said. “In this context, serene negotiations have been held with the employees and their representatives in an atmosphere of dialogue, openness and goodwill. This resulted in a robust agreement for both parties. Everyone is now focused on this new era for Pucci to achieve a creative and inspirational brand with a resort spirit and to bring the brand back on the path to success.”