Hot on the heels of the announcement that Peter Dundas will be moving to Roberto Cavalli, Emilio Pucci this morning announced its new Creative Director will be Massimo Giorgetti.
Giorgetti is the designer behind MSGM, the Milan-based label he founded in 2009.
MGSM is widely credited as filling a gap in the Italian market for a contemporary label specialising in bright colours and bold prints.
Giorgetti will assume his role at Pucci next month and will continue to design for MSGM - dividing his time between Pucci's Florence headquarters and MGSM's in Milan.
Giorgetti's background is an unconventional one, having begun in accountancy, a sales based position for fashion brands and even as a DJ before beginning his own label in 2009.
Giorgetti's first collection for Pucci will be shown during Milan Fashion Week in September this year.
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