Emilio Pucci has named Massimo Giorgetti as its new creative director, replacing Peter Dundas who left the Italian brand after seven years and joined Roberto Cavalli in the same role last week.
Giorgetti founded Milan-based fashion label MGSM in 2009, backed by the Paoloni Group. He will continue to design for the label while operating in the creative director role at Emilio Pucci’s Florence headquarters.
The 37-year-old will assume the role from next month and debut his first womenswear collection for spring 16.
A statement for Emilio Pucci said: “Massimo Giorgetti embodies the entrepreneurial spirit and ingenuity of a new breed of designers.”
“Hailed by the international press as one of Italy’s most talented young designers, Giorgetti emerged on the fashion scene with a maverick aesthetic that gravitates towards irreverent, joyful prints and bold colour.”