The emergence of solids is a nod to the fact that there are only so many Pucci patterns that a woman's closet can hold.
But there is a risk here of losing the iconic look of the brand. It can be difficult these days to recognize a Pucci when you see it. When Carrie appeared in a swirling, gray Pucci gown in the recently released "Sex and the City 2," I wouldn't have known it was Pucci without the movie notes. Clothes that look generic may not work to build the brand's image.
Still, the Pucci family itself is loving the new look. "I hate the stereotypes of Pucci, the psychedelic pop," says Laudomia Pucci, the daughter of Emilio Pucci, who founded the brand. "Peter has shaken that up."
It's a ticklish task to dial down the target age of a luxury brand without losing its older, wealthiest customers. Mr. Boitano says Pucci is managing that by continuing to create plenty of prints and simpler dresses. On Mr. Dundas's runway, the prints are often still there—though they're sometimes dyed an unexpected color like deep burgundy, and the clothes can be so revealing that they border on lewd.
These days, the role of a designer at a brand goes way beyond making clothes. Mr. Dundas's arrival at Pucci is re-setting the image of the house, which is owned by the Pucci family and luxury conglomerate LVMH Moët Hennessy Louis Vuitton.
The original designer, Mr. Pucci, was a Florentine aristocrat who began by making bathing suits and reached his calling as a designer in his 40s. His wildly colored, geometric designs and simple silhouettes drew attention in the 1950s and 1960s. Marilyn Monroe was buried in Pucci.
After Mr. Pucci's death in 1992, Pucci clothes were created by a succession of designers known for their use of color and patterns, including Christian Lacroix and Matthew Williamson.
Now, Pucci is following the playbook of other European luxury brands, from Louis Vuitton to Ferragamo, that have branched into every possible product line. Mr. Drouet is busy building licensing relationships: Expect to see more Pucci handbags, shoes, fragrances, ties and sunglasses. Original article.
