Pucci was driven by the desire to liberate women, granting them unprecedented freedom of movement.
Setting up his atelier in the Pucci family’s grand palazzo in the heart of Florence, Emilio began working closely with expert fabric manufacturers in Italy to pioneer and patent revolutionary stretch fabrics that eschewed the heavy, rigid fabrications largely in circulation at that time. Contrary to his design contemporaries, Pucci was driven by the desire to liberate women, granting them unprecedented freedom of movement. His stretch silk and cotton jerseys were weightless, unlined, and wrinkle-proof - precursors for a modern, travel-friendly wardrobe that captivated a new generation of modern, active women.
His first boutique was La Canzone del Mare (The Song of the Sea) on the island of Capri, even then a glamorous resort destination, where he developed wearable yet chic sportswear: “Capri” pants, silk twill shirts with a masculine cut, open-toed sandals and striped jersey tops, all in refreshingly vibrant colours that evoked the island’s natural beauty.