News Flash! Massimo Giorgetti Of MSGM Is Emilio Pucci’s New Creative Director

Well, we didn’t have to wait for very long to find out who would replace Peter Dundas at Emilio Pucci, did we? Only yesterday an official announcement came that the A-list loved designer would be moving onto (familiar) pastures new. From one established Italian powerhouse to another, in fact, Dundas’ new role shall be as creative director of Roberto Cavalli. He returns after working for the brand from 2002 to 2005 and explains this move as quite the ‘homecoming’.

Today further news arrives that Dundas’ successor at Pucci shall be Massimo Giorgetti: the designer (and did you know, DJ?) behind the highly successful, contemporary label, MSGM. Launched but six years ago, the print-tastic and very pretty wares of MSGM have provided a reliable retail winner across the globe season upon season.

Amongst the heavyweight heritage brands of his home country, MSGM offers something different - young and fun statement pieces that don’t cost the earth. You could even go so far as to say that Massimo played a big part in breaking bold territory in this stylish capital, helping to kickstart a growing Italian fashion renaissance. Milan now has a strong, feted new guard – see Stella Jean, Au Jour Le Jour, Paula Cademartori and Fausto Puglisi amongst many more.

There has been nothing safe or boring or predictable despite the commercial viability of Giorgetti’s work thus far, but boho? It’s become an intrinsically Pucci signature, but not one we’d necessarily associate with the new man at the helm.

However, considering Massimo’s adventurous use of colour and pattern, we’re certain the Pucci archives – and the original psychedelic prints one comes to associate with the work of Florentine flounder, Emilio – will no doubt provide a very good starting point. We can't wait to see both of the boys' results during Milan Fashion Week in Septemeber.