Mr. Smith x Emilio Pucci

Stop three in the month-long Fashion Week saw us travel to Milan, where we worked on our first collaboration with iconic Italian label, Emilio Pucci.

For their SS19 fashion presentation we teamed up with Hair Lead Paolo Soffiatti – the talented Italy-born, London-based stylist with whom we have previously partnered for shows at New York Fashion Week (Noon by Noor) and Paris Fashion Week (AALTO).

Entitled ‘A trip to the Caribbean, the Pucci way’, the SS19 Pucci collection was a distinct breath of fresh air for the long-respected label that has been much loved by the European fashion elite since its inception in Capri in the 1940s.

“The jolt of energy means a leap forward, as Pucci embraces the moment with awareness, not nostalgia, of the roots. New silhouettes, new shapes, new prints and new fabrics convey a nonchalant take on the Pucci code, looking ahead.” –

Appearing in a palette of summery brights – yellows, reds, greens, light blues – new prints featured in the collection see Pucci embracing change and looking into the future.

Asymmetrical pieces, foulard shirts, liquid shirt-dresses, pleated skirts, gauzy knits, pleated trousers all featured, while accessories channelled “A villa mood with a cosmopolitan mindset,” with hand-dyed raffia fringes and macramé beading adding a sense of feisty hedonism.

To meet the creative challenge and complement the glamorous resort wear brief, Paolo Soffiatti used Mr. Smith products to create an effortless ’70s vibe. Soffiatti swept the models’ hair off their faces using a combination of Mr. Smith’s The Foundation, Texture Spray, Mousse and Hairspray, diffusing the hair naturally. Each look was then personalised with a light tong.

For the latest looks from our recent Spring/Summer 19 runway shows head to our Instagram and website.

Style. Substance. Simplicity.

Mr. Smith

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