Agency Al Dente is back with another Emilio Pucci campaign this season lensed by photographer Arnaud Lajeunie.
The campaign’s social media films have a firm footing and remind us that the label, controlled by the LVMH Moët Hennessy Louis Vuitton group, has artisanal roots that could sprout dynamic growth under the green thumb of the right creative director. All of those analogies were really drawn from the neon garden set.
Laudomia Pucci, daughter of the founding designer, is the houses current image director. As you may recall Peter Dundas guided the house for six years, establishing his signature sexy tone for the colorful label. A two-year stint by MSGM founder Massimo Giorgetti followed.
The current campaign reminds us of that Emilio Pucci has the propensity for innovation, however, that innovation must first serve the product before communication. There is a big difference between respecting the heritage of one’s brand, i.e. Gucci, and relying on it, i.e. Pucci.
The good news is the foundation is in place and the machine behind it powerful, thus The Impression believes it is not a matter of ‘if’ but ‘when.’ Meanwhile, we are happy that Emilio Pucci is still tending its garden and wise enough to modernize it with unexpected elements. A roadmap for the vision, that just needs to be expanded.
Creative Direction & Production | al dente
Photographer | Arnaud Lajeunie
Models | Kat Carter, Pan Haowen
Stylist | Haley Wollens
