COLLABORATION

EMILIO PUCCI’S SUPREME MOMENT

JUNE 22, 2021

WORDS

by KRISTOPHER FRASER

PHOTOGRAPHY

COURTESY

of PURPLE PR

Supreme has found its forte with luxury designer collaborations with brands like Louis Vuitton and Lacoste. Now, the brand has added the prince of prints, Emilio Pucci, to the mix. Pucci is poising itself for a major revival and further positioning itself as one of the top luxury players in the fashion industry.

The brand was recently completely bought out by LVMH, the parent company of other luxury brands including Louis Vuitton, Dior, and Celine. The collaboration with Supreme is expected to bring Emilio Pucci to an entirely new generation and demographic of consumers, particularly luxury streetwear shoppers who drive so much of the market now. Millennials and Gen Z, who may not be as familiar with the brand, certainly know Emilio Pucci now.

The collection includes a smoking jacket, sports jacket, long- sleeve and short-sleeve shirts, a hooded sweatshirt, a soccer jersey, sports pants, sweatpants, soccer shorts, T-shirts, sunglasses, a belt, and Zippo Lighter. The pieces feature some of Pucci's most famous prints, including Fantasia and Tulipani.

Emilio Pucci x Supreme

“The collaboration with Supreme is expected to bring Emilio Pucci to an entirely new generation and demographic of consumers, particularly luxury streetwear shoppers who drive so much of the market now.”