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Laudomia Pucci: How Styling Keeps Brands Fresh Across Generations

LOS ANGELES — “Don’t crush your chiffon, honey,” Neiman Marcus senior vice president and global fashion director Ken Downing advised a model.
The 10 women stood in a makeshift backstage, styled by Downing for an afternoon in-store event at the retailer’s Beverly Hills store on Wilshire Boulevard. They wore pieces from an exclusive Emilio Pucci capsule collection for Neiman Marcus.
Laudomia Pucci, the brand’s image director in town for the event, went to the archives to deliver a fresh spin on seasoned prints originating from the late Sixties and early Seventies for the resort capsule.
“I think the idea here was to have the ‘perfect wardrobe’ for resort escape,” she said. “And, of course, in this store there is not much resort-beachwear. So it’s morning-to-evening in the season. It’s what we call ‘Pucci perfect’ because you just easily put it in a suitcase. It’s light and you have everything. It goes from the beach, swim, caftan, eveningwear. So you can dress it up and dress it down as you wish and it’s styled as you wish.”
It’s all in the styling that allows for brands to remain relevant across generations, Pucci said, offering that the business her father started has remained appealing to younger

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