Laudomia Pucci grew up surrounded by the arts and craft values of Italy, and that is something that has run deep through her blood ever since.
She inherited her father’s fashion house at the age of just 28 and has spent decades ensuring that the brand stays true to the DNA and values that he put in place. Some of those values include staying true to the Italian craftsmanship, quality and excellence when it comes to materials, processes and customer experience. None of this would be possible without the heart of the brand remaining in Italy, where it has stayed for over seventy years. Here we discuss with Laudomia, her love for her country, in particular her home city of Florence and why she believes the values of the Emilio Pucci House are strongly intertwined with the traditions of Italy.
What does Italy mean to you and how would you describe it through your eyes?
Italy is my home country and though I have travelled extensively and lived abroad, I have however always returned to my country and my city of Florence. I believe that at first sight, Italy represents somewhere to go for a vacation because of its beauty, its art, the people, the fashion etc. But it is much deeper than this. In fact, in Italy, we have embraced beauty and we express design and aesthetics in all its forms.
To be a bit more specific, I want to recall the Grand Tour of the 19th century and more specifically; the Stendhal Syndrome. This was an event that occurred when the poet Stendhal arrived in Florence in 1817 and was personally shocked and overwhelmed by the beauty of the city!
From nature to the arts, to history and traditions, the cuisine, the cars, the boats, the creativity in manufacturing skills and last but not least, the warmth of people. All of this makes Italy special.
Italy is, of course, a country that is very close to your heart – tell us more about the importance of “Made in Italy” and why do you think there is such a fascination with this concept globally?
My father is at the very roots of the concept of “Made in Italy”. It was after the war that he started working with artisans in the south, in Capri, and mills in the north to create innovative products that had a very unique appeal. They were unique in that he was creating
fashion and collections for the United States, which was a new market at the time.
It is interesting that when we think of the Renaissance when we used to have the “arti maggiori ed arti minori” meaning the major arts and the minor arts. To explain, this means the difference being between artists and craftsmen. Craftsmen could be weavers, people working with leather, with wood etc. and artists are the painters, the sculptures etc.
I believe that “Made in Italy” as we know it today is the modern translation of this. Centuries of these skills of craftsmanship, quality and research, made our fashion and design companies what they are today. “Made in Italy” is therefore synonymous of Italian tradition and quality.
How important is it to you to preserve traditional crafts and handmade techniques?
Today depending on the company and the industry I think we need to develop our unique traditional skills in innovative ways and using the latest in technology. So much is happening and it can revolutionise and bring the “Made in Italy” concept to another level.
How do you think the values and culture of Italy are seen throughout Emilio Pucci and how do they connect with your values as a person?
Pucci at its core is inspired by the Italian’s Dolce Vita and Italian culture. We recall and are inspired by everything from the pageantry races of the Palio of Siena to the islands of Capri or Porto no; the mountains and ski resorts and the beauty of the monuments. These values of beauty have captured and fascinated clients for at least three generations and have also inspired the different creative minds and artistic directors that have worked with the brand.
How do you think the legacy and history of the brand is still relevant today?
I believe that a brand’s history makes sense when it is translated simply and effortlessly through a great product. Our history is about innovation in terms of our fabrics, colour research and product development. It is a brand that has helped women express themselves and embraced women’s liberation since the 50s and 60s and I think that resonates today!
Italy has suffered greatly throughout the global pandemic we are currently experiencing – when all of this is over what do you expect to see from the recovery of this crisis?
Yes, unfortunately, Italy is suffering a lot due to the pandemic, however, I believe that going forward we need to find a new balance between creativity and business. We have witnessed too many talents burned out in this industry. The speed of the system didn’t allow much time for creativity, meaning young talent and small business often get lost. But this is not only in Italy.
Today I am not sure what to expect from the recovery, as unfortunately the length of the shut down is heavily impacting our manufacturing facilities and our factories, nor are we sure what the recovery will look like in terms of the markets picking up. But I do believe there is great hope in what technology can bring to the industry; from the supply chain to the final market. Our industry is quite agile and I’m sure it will embrace all possible innovations in order to survive this unprecedented moment. As a result of this situation, I strongly believe that quality and sustainability will be valued more.
What is the motto you are living by during this time?
More than living by a motto I’m trying to listen and understand more deeply what is happening.
We want to talk a little about the spring/summer 2020 collection – what can you tell us about it?
The spring collection is very strong and young, yet modern at the same time. I love the inspiration of athletic wear, as well as the beaded mini evening dresses – all so perfectly Pucci! I also love the muted colours and re-work of the Vivara iconic print. The scarf that can be used at any time is a big trend this season and will only become more important.
Where in Italy do you like to travel to relax?
I love Tuscany and also Rome and the countryside to the north of the city. I love the lakes and also Viterbo and Ronciglione.
Can you share with us any Italian traditions that you to this day continue with your family and friends?
I think the Italian tradition I cherish most is family. Though we all have busy lives, travelling a lot and living in separate cities, (my children live abroad and my husband in Milan), we know that our roots will always be in Florence. I am blessed that my children love their home and our country house in Tuscany and enjoy coming back to visit so we can all share meals together! That’s magic for me.
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