PUCCI celebrates its roots atop the Palazzo Pucci for their Fall 2016 campaign


As we all know, it all began in Florence for Emilio Pucci. Born and raised in Florence to one of the city’s most well known and wealthy families, Pucci eventually set up his atelier in the family’s Palazzo Pucci, which has become an iconic tourist attraction to this day. For their Fall 2016 ad campaign the house looks to come out on top by literally shooting on their roof.

That move actually goes a long way to celebrate the brand’s Florentine roots perfectly. The campaign, photographed by Cameron McCool at the Palazzo Pucci in Florence, is the exact place where it all began for Pucci’s career as a designer. Models Steffy Argelich and Harleth Kuusik pose in the house’s colorful and bold printed pieces amongst the stunning backdrop of Florence itself.

What makes the campaign so visually appealing is creative director Massimo Georgette’s use of the city’s architecture as a backdrop to the colorful garments. The architecture, ancient and muted in color, provides a minimalist backdrop, highlighting the brand’s roots while at the same time celebrating the modernity of the brand’s designs. The mix of old and new, muted and vibrant and past and present make this campaign so unique. The models, sprawled around effortlessly, among the Palazzo Pucci’s rooftop terrace, highlight Pucci’s well known philosophy of the importance of liberation and movement in womenswear.

Pucci’s Fall 2016 campaign is full of polar opposites whether that be young vs old or muted vs vibrant. The true beauty of the campaign is in its ability to tell a story, showing the history of the brand and the evolution of it, in each image. No question Pucci is looking to come out on top this season as the trends have come around their direction.  And who doesn’t love a house with a view.

Creative Director | Massimo Giorgetti
Photographer | Cameron McCool
Models | Steffy Argelich & Harleth Kuusik
Stylist | Vittoria Cerciello
Hair | Pierpaolo Lai
Makeup | Georgina Graham