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MSGM's Massimo Giorgetti is appointed creative director for Pucci

MSGM's Massimo Giorgetti is appointed creative director for Pucci

A new direction for the Italian fashion house

Editor: Buro 24/7

LVMH Moët Hennessy Louis Vuitton have tapped one of Italy’s most promising contemporary fashion designers to lead Pucci’s direction – hiring MSGM designer Massimo Giorgetti as the fashion house’s new creative director

MSGM's fashion designer – one of Italy's most talented contemporary fashion stars and a whizz with prints – has been appointed Pucci's new creative director following Peter Dundas' exit.

Massimo Giorgetti will join the iconic Florentine house in April, and his first collection for Pucci will bow at Milan Fashion Week in September. 

LVMH Fashion Group chairman and chief executive officer Pierre-Yves Roussel told WWD that Giorgetti "...has that fresh approach to fashion: He loves color, he's passionate about Pucci," before insinuating that the new creative director would steer the house towards a younger audience, and water down its red-carpet orientation: "I think the brand is fundamentally a daywear brand, with a sporty attitude – fresh and feminine."

Buro 24/7 Middle East were amongst the first to report that Pucci may be considering Giorgetti as Dundas' replacement back in September 2014 – when senior LVMH reps were spotted at the MSGM show. It was also rumoured that ex-Schiaparelli creative Marco Zanini was a candidate to take the creative reins at Pucci.

The talented designer will continue to helm his independent, Milan-based MSGM brand, which posted impressive revenues of $45 million for 2014.

Yesterday, it was confirmed that Pucci's last creative director, Peter Dundas, is headed to Roberto Cavalli. Read the full story here.