In a year of great resilience, two Italian Maisons brighten up the Holiday Season with a new collection that celebrates life, love and joy. United by the common values of traditional workmanship, a joyous spirit and a passion for beauty, Acqua di Parma and Emilio Pucci come together to support the Rewrite the Future campaign from Save the Children, the international organisation which has been working for 100 years to save children at risk and guarantee their future, against a background of challenging social conditions and a lack of educational facilities.
A loving gesture to support the current generations and those of the future, to which Acqua di Parma looks with confidence, in the knowledge that culture and education are essential to safeguard our future. Emilio Pucci is a company that specialises in combining essential design with the joy of colour. The company founder created a rich universe of prints and an unmistakeable style, for which he was awarded the accolade of The Prince of Prints.
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This collaboration between the two companies expresses the perfect harmony between this joyful style of Emilio Pucci and the radiance of Acqua di Parma. The Vortici print, inspired by an Emilio Pucci archive theme, is presented in Parma yellow for the Holiday Season, and reinterpreted in a harmonious movement of light and colour. It’s a swirl of positivity and the joy of living which takes us on a journey into the universes of Italian beauty, from sophisticated urban architecture to splendid floral gardens and the Mediterranean coast, bring a sensation of freedom and confidence in its wake.
“In a historic period of great difficulty, young people find themselves in an unprecedented situation in terms of schooling and education. “By sustaining the Rewrite the Future campaign by Save the Children, we aim to offer constructive support for the most deprived children and young people by working to guarantee their right to quality education. “Careful attention to training is part of the company’s DNA. We’ve always dedicated the greatest of care to the transfer of traditional craft know-how to future generations. “We’re therefore aware of the fundamental role played by education in protecting everything we love about our country. “Holiday Season, which we’ve proudly created along with Emilio Pucci, is a symbol of our commitment, a gift to the new and future generations and a message of positivity and confidence”, says Laura Burdese, Chairman and CEO of Acqua di Parma.
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“We have been enthusiastic about the Holiday Season project from the outset. “It’s a hugely emotional experience to embark on this journey of solidarity with Acqua di Parma to promote positivity and confidence all over the world by sustaining the Save the Children Rewrite the Future initiative. “The Vortici print, which we’ve reinterpreted exclusively for this collaboration, perfectly represents the joyous spirit of our company and the love for beauty which we share profoundly with Acqua di Parma”, says Maison Emilio Pucci.
Emilio Pucci x Acqua di Parma expresses the Italian heart of the two companies, which share the joy of giving and bring new meaning to the holiday period, by reinterpreting the concept of gifts as a “donation of solidarity”. “We very much appreciate the gesture of solidarity by the new Emilio Pucci x Acqua di Parma Holiday Season, with its support for our Rewrite the Future campaign. “The generosity of the two companies is a positive sign which encourages us in our commitment. “Today, we believe more than ever that it’s necessary to offer children and young people in difficulty the opportunity to develop their talents and aspirations and feel free to build their own future”, says Save the Children.
The new Holiday Season collection is brought to life by the campaign by Virgilio Villoresi, a young but consolidated Italian director with a delicate poetic sensitivity. Villoresi defines himself as a craftsman of dreams and, as such, he’s created a contemporary fable. The star of this stop motion video is a dynamic swirl of colour which travels from one end of Italy to the other on a dark, starry night, bringing light and joy to artistic monuments, enchanting gardens and natural landscapes on its way. On its return, the sky has also been transformed, and the whole world is wrapped up in the magic of this, the starriest and brightest night of all.
Just like in the campaign video, the Vortici print appears throughout the collection, and comes down to land and shed light on the unmistakable Acqua di Parma hatboxes and packaging, to whose shapes it envelops. The overall effect is incomparably dynamic. We can recognise the same master craftsmanship and modern sensitivity with which Emilio Pucci has been able to innovate contemporary fashion, by placing his prints on the garments and adapting them to each single model, to create items which are always unique. As with all the company prints, the Emilio signature becomes an integral part of the design.
The Emilio Pucci x Acqua di Parma Collection will be available from October in the Boutiques and e-commerce outlets of both companies, as well as through the retail and wholesale channels. The Emilio Pucci x Acqua di Parma Collection accompanies the forthcoming winter holiday season with a precious selection of proposals. From the marvellous box effects dedicated to the Le Nobili and Blu Mediterraneo range to the Notte di Stelle candle and diffuser from the Home Collection. Along with sets and special ideas for the discovery of the latest new ideas from the Barbiere Collection and the most fascinating formulations of Le Nobili. The collection is completed by the Advent Calendar, in an edition particularly rich in surprises, to be revealed together, day by day. True and genuine gifts, to be experienced with the creations from the new Holiday Season.
Acqua di Parma is a symbol of excellence, craftsmanship and Italian lifestyle. The brand started over one hundred years ago in 1916 with the famous Colonia, the icon of the Maison and its values, celebrating a passion for beauty, attention to detail, an essential and bright elegance, and a contemporary interpretation of the genuine Italian style. Acqua di Parma has been part of the LVMH Group since 2001.Over the years, the Maison has gone from strength to strength with the creation of other Colonie, the Barbiere, Le Nobili, the Blu Mediterraneo line, the Signatures of the Sun line, and the Home Collection. The Italian style of Colonia and Blu Mediterraneo returns in the Hotel Line, distributed in the most elegant hotels worldwide with 100% recycled plastic packaging. All of the lines are rigorously manufactured in Italy and distributed in Europe, Asia, the United States and the Middle East. Acqua di Parma promotes Acqua di Parma Futura, an environmental and social policy set up within the criteria of the LIFE initiative – LVMH Initiatives For the Environment. Acqua di Parma Futura organises and broadens its commitment to art, culture and the natural world in Italy, which the Maison has followed since it was founded. Acqua di Parma Futura’s environmental and social policies involve five areas: Products, People, Climate, Processes and Community. This holistic view aims to preserve the art of Italian living for future generations.
Marquis Emilio Pucci created the brand which bears his name in Florence in 1947. He built up a rich library of prints which immediately gave him the nickname of The Prince of Prints and created garments which combine essential design with the joy of colour. The styling is sophisticated and vibrant, a permanent resort mood which continues to move forward in a dialogue with the archive, where style is a perpetual presence. A part of the LVMH portfolio, Emilio Pucci continues to reflect the spirit of the times with a fresh, modern allure. The collections, which include ready to wear for women, beachwear and accessories, as well as eyewear and junior produced under licence, capture the spirit of the times in a dynamic, solar and harmonious way, within a notion of freedom interpreted in an incomparable way by the prints and colours.
