Sixty-five years since its birth, Emilio Pucci is set to launch its very first ad campaign this Fall. The Italian luxury brand was conceived in 1947 but remarkably has never embarked on a commercial campaign to date; all that is about to change.
The brand’s landmark debut is fittingly set at the Palazzo Pucci and sees Amber Valletta shot by Mert Alas and Marcus Piggott. A trio of shots show incumbent creative director Peter Dundas’s vision of a luxurious femininity translated into a blue-cast confidence. Valletta leans seductively on a chaise longue in a mesh-panelled LBD with bright blue heels, reclines in a body con printed top clasping a blue clutch fast to her body and strikes a masculine pose in a boldly printed blue suit.
The Revenge star has her flowing blonde locks offset by red lipstick and smoky eyes in what is a confident look but one that nonetheless is a little less outré than brand fans – accustomed to the vibrant prints – may have expected. The overall statement is sumptuous, rich and cleverly nuanced for a modern feel thanks to the cool blue tones that wash over it.
The campaign will be launched in a select group of September issues in the US, France and Italy and the brand says the launch campaign will pave the way for a wider roll out and “amplified reach” in 2013.
www.emiliopucci.com
