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Emilio Pucci to launch children's clothing line

It will be aimed at girls up to the age of 14

pucci children line
May 16, 2017
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Emilio Pucci is gearing up to make a splash in the children's fashion market with a new junior line. The Italian luxury fashion house has signed a licensing agreement with children's wear clothing company Simonetta to launch the line, which will be aimed at girls up to the age of 14.

Pucci will unveil the debut kids' spring 2018 collection on 22 June at Palazzo Pucci in Florence as part of the Pitti Immagine Bimbo international children's clothing fair.

Emilio Pucci will unveil the new collection next month

"We are enthusiastic to announce this partnership with Simonetta, a company with which we share values, such as quality, passion for creativity and sophisticated elegance which represent the greatest expression of the Italian spirit," said Emilio Pucci chief executive officer Mauro Grimaldi in a statement. "Pucci has always been synonymous with colour, 'joie de vivre,' energy and refinement. This collection represents a natural extension of our universe."

The Pucci childrenswear collection will be available to purchase from flagships, boutiques around the globe, online and in select department stores. It is anticipated that it will embrace the vivid colours and geometric prints synonymous with Pucci's womenswear.

As part of the deal, Simonetta will handle the design manufacturing and distribution elements of the line. The Italian childrenswear specialist also develops and produces products for its own labels Simonetta and Simonetta Mini, as well as Fendi and Lanvin.

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"(It's) a big opportunity for both companies," said Roberto Stronati, chairman of Simonetta, of the collaboration. "Simonetta's ability to create collections inspired by beauty, excellent quality and respect for children and their world comes together with the perfection of Emilio Pucci's style."

The news comes as Emilio Pucci has employed Josephus Thimister to take the reins at the brand during an interim period following the exit of creative director Massimo Giorgetti. The designer was hired in 2015 to revamp the label, but departed in April to focus on his own line.

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