The Europeana Fashion of … The Emilio Pucci Foundation.

"Vivace" Collection: Pigiama Palazzo in printed organza silk, "Vivara" print in the shades of blue and violet, with embroidered neckline, 1967 ©Photo Fondazione Archivio Emilio Pucci all rights reserved

How would you describe your institution’s role in the Europeana Fashion project?
Being one of the oldest italian fashion brands and amongst the ones who created “Made in Italy” it is extremely important for us to be able to provide and publish throught Europeana Fashion a large selection of our past and present collections: we will deliver photos, sketches, looks and accessories, drawings for prints, press releases and personal documents. Everything that can disclose and enhance the history and the uniqueness of our brand.

What about Europeana Fashion are you most excited about?
It is an opportunity to dialogue and share best practices, information and know-how with the most important European institutions in the fashion domain and it is also a way to move from our local concept to an European context.

How do you think Europeana Fashion will contribute to awareness of cultural heritage?
The idea and concept of Europeana Fashion is rather new in the fashion domain. It already exists for museums, libraries, art collections etc. but not for European fashion. I believe in the importance of this discipline as fashion is today part of a general collective system and part of Europe’s cultural profile. A serious reflection on fashion culture and history in a specialised portal had become a must.

What is your future vision of digitization and fashion heritage?
We can only hope this will be one of the most adviced projects of its kind and that for its importance it will be able to aggregate more and more content holders and museums. That is the way for us as Europeans to come toghether as a creative industry and create a general approach to our tradition and identity.
If we look at new methods of learning (like MOOC.Ca) and at the importance of digital resources in tomorrow’s academics the challenge is really unique!
We believe that from China to Brazil passing by the Middle East the appetite for fashion is enormous and growing. This initiative can provide so much to so many!

The collection of Fondazione Archivio Emilio Pucci.
The Fondazione Archivio Emilio Pucci, was created in 2001 by the Pucci family with the purpose of preserving, classifying, digitalizing and cataloguing the rich and diversified heritage gathered in more than 60 years of history of the Emilio Pucci Maison, comprehending more than 10.000 garments, 30.000 photographs, 3000 drawings for textiles, 20.000 textile samples, sketches, look-books, magazines. The Archive is housed in the Pucci Palace, in Florence, headquarter since 1947 of the Pucci Company, with spaces dedicated to the conservation, consultation and also to a selected permanent exhibition. Among the main purposes of the archive is spreading the knowledge of creations and work of Emilio Pucci through publications, exhibitions, didactic activities with schools and institutions connected with fashion. Since 2004 several exhibitions were also curated by the Foundation.
Between the projects of the Archive there is the creation of a Documentation and Training Centre at the new set of the foundation in the Family Estate at Granaiolo.

A special object from our collection.
This look fully represents the Pucci style : the Pigiama Palazzo, one of his inventions and most typical looks in the Sixties with its idea of relaxed elegance, a mix of easy but extremely chic silhouettes, light and transparent silk organza and precious details like the “jewel” neckline embroidered in Swarovski crystals ; moreover the “Vivara” print , surely one of the most iconic in Emilio Pucci’s entire work as it was designed in 1964 for the launch of the Vivara perfume and, since then, has been proposed in all the possible ways, particularly in this nuance that recalls Capri’s Mediterranean colors and landscapes.

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