Italian fashion house Pucci’s new creative director, Mr. Giorgetti saw the spring summer 2016 campaign as an opportunity to share with brand enthusiasts the vision he has for the house and how he plans to interpret its codes. The campaign shot by Ezra Petronio, features models Odette Pavlova and Kadri Vahersalu. Pucci used social media to debut the spring/summer 2016 campaign through shared imagery and text explaining the direction Mr. Giorgetti took for the effort. Described as being “lofty yet fueled by the speedy, impulsive sting of the street,” Mr. Giorgetti selected the Villa Gamberaia, a Renaissance palazzo set in the hills outside Florence, as a backdrop for the campaign.
“Pucci’s sophisticated past is always present, but it’s twisted and tweaked. The pieces are all very high end, but the attitude is easy and cool. These are bon ton girls who run around with undone hair,” Giorgetti says about his take on the Pucci woman.
“The pieces are all very high end, but the attitude is easy and cool,” he said. “These are bon ton girls who run around with undone hair.”