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Emilio Pucci, a skier himself, designed a line of ski clothes for the American sportswear company White Stag in 1948. The next year he opened his first boutique on the Italian island of Capri. His design house, Emilio of Capri, was established in 1950 and was located on Capri, Italy and later in Florence, Italy, with boutiques in Rome, Elba, and Montecatini.

Pucci designed fabrics for the swimwear house Rose Marie Reid in the late 1950s/early 1960s. In 1960 he formed a relationship with Formfit Rogers, designing lingerie and at-home wear made from nylon tricot. By the 1960s his signature look reigned as the ultimate status symbol for the decade. In the late 1960s he designed the uniforms for the stewardesses of Braniff International Airline. In 1968 he began designing menswear for Ermenegildo Zegna.

Pucci is known for his fanciful and psychedelic prints, especially in silk knit and in cotton velvet. His prints are signed “Emilio”, rather than “Pucci”. Emilio Pucci died in 1992 and his daughter Laudomia Pucci took charge of the company. From 2002-2005 the collections were designed by Christian Lacroix. Starting with the Fall 2006 collection, the designer was Matthew Williamson. He was replaced by Peter Dundas in October 2008.

Written by catbooks1940s


from an early 1950s swimsuit - Courtesy of antiquedress.com

from an early 1950s swimsuit

Courtesy of antiquedress.com

from a 1950s shirt - Courtesy of casareva

from a 1950s shirt

Courtesy of casareva

from a 1950s cotton shirt - Courtesy of poppysvintageclothing

from a 1950s cotton shirt

Courtesy of poppysvintageclothing

from a 1950s silk shirt - Courtesy of jumblelaya

from a 1950s silk shirt

Courtesy of jumblelaya

used in 1960s & 1970s lingerie - Courtesy of fuzzylizzie.com

used in 1960s & 1970s lingerie

Courtesy of fuzzylizzie.com

from a 1960s dress - Courtesy of kickshawproductions.com

from a 1960s dress

Courtesy of kickshawproductions.com

from a 1960s bathing suit cover-up - Courtesy of jewel

from a 1960s bathing suit cover-up

Courtesy of jewel

from a 1960s tie - Courtesy of glad rags and curios

from a 1960s tie

Courtesy of glad rags and curios

from a late 1960s skirt - Courtesy of trevira

from a late 1960s skirt

Courtesy of trevira

from a 1968-1970 dress - Courtesy of kickshawproductions.com

from a 1968-1970 dress

Courtesy of kickshawproductions.com

from a late 1960s/early 1970s coat - Courtesy of shopping-goddess

from a late 1960s/early 1970s coat

Courtesy of shopping-goddess

from an early 1970s men's jacket - Courtesy of cosmiccowgirl

from an early 1970s men’s jacket

Courtesy of cosmiccowgirl

from an early 1970s dress - Courtesy of kickshawproductions.com

from an early 1970s dress

Courtesy of kickshawproductions.com

from an early 1970s blouse - Courtesy of hattysattic

from an early 1970s blouse

Courtesy of hattysattic

from a 1970s cotton dress - Courtesy of claireshaeffer

from a 1970s cotton dress

Courtesy of claireshaeffer

from a 1970s pajama set - Courtesy of nowandthenfashion

from a 1970s pajama set

Courtesy of nowandthenfashion

from a 1970s dress - Courtesy of Vintage Vendeuse

from a 1970s dress

Courtesy of Vintage Vendeuse

from a 1970s tie - Courtesy of AntiqueTrader

from a 1970s tie

Courtesy of AntiqueTrader

from a 1970s shirt - Courtesy of polyester!

from a 1970s shirt

Courtesy of polyester!

from a 1970s nightgown - Courtesy of daisyfairbanks

from a 1970s nightgown

Courtesy of daisyfairbanks

from a late 1970s nightgown - Courtesy of dividemercantile

from a late 1970s nightgown

Courtesy of dividemercantile

1970s Pucci licensed label - Courtesy of bontonvintage

1970s Pucci licensed label

Courtesy of bontonvintage

from a 1980s top - Courtesy of Ginger Ewart

from a 1980s top

Courtesy of Ginger Ewart

from a 1980s shirt - Courtesy of pinky-a-gogo

from a 1980s shirt

Courtesy of pinky-a-gogo

from a 2000s shirt - Courtesy of chezmov

from a 2000s shirt

Courtesy of chezmov