Pucci, Emilio, Marchese di Barsento (1914–1992)

Italian couturier. His designs were popular in the mid-1950s to mid-1960s. Produced in bright colours (turquoise, acid yellow, and almond green), his designs became the symbol of a new casual chic, and contributed to the growth of the Italian fashion industry after World War II.

Life Born of a noble Florentine family, he was a descendant of the Pucci family who were established as silk weavers in Florence in the 14th century. In 1934 he was a member of the Italian Olympic ski team, and shortly afterwards went to the USA to read social science at university. After returning to Florence and completing his studies 1941, he enrolled in the Italian Air Force during World War II. In 1964 he was elected to parliament, where he served as a deputy for nine years. He was also active in Florentine city politics.

Fashion designs Pucci became known after photographs of him, wearing his own designs on the Italian ski slopes, appeared in Harper's Bazaar 1948. In 1950 he established his own couture house at the family home, Palazzo Pucci. He was a colourist and an inventive user of fabrics, preferring soft silks and satins in bright acid colours and abstract patterns. His ‘New Age’ designs became synonymous with style, and his trademarks – narrow-legged slacks and comfortable loose blouses – became the standard for the next decade. Among his customers were the actors Marilyn Monroe and Elizabeth Taylor. Though the popularity of his designs declined after the mid 1960s, Pucci's influence was seen in Gianni Versace's 1991 collections, and much 1960s-revival high-street fashion.