At last night’s Los Angeles premiere for her new movie, “A-Team,” Jessica Biel stepped out on the red carpet in a white, peek-a-boo, Grecian-style gown. But what was almost weirder than whatever twist tie business was happening up top, is that the solid column was made by none other than purveyor of all things loud, swirly and psychedelic: Emilio Pucci. Somewhere Rachel Zoe is dyyying. Pardon us for being passe, but here we thought the cultish brand — known for its private jet-set friendly range — stuck to kaftans, smock dresses and wear befitting befitting summer trips (be them actual or manufactured).
But a quick flip to yesterday’s Wall Street Journal reveals that the six-decade-old fashion house has been on a quest of Madonna-esque proportions to reinvent itself as an “It brand” — read: shill themselves out to celebs — and Biel’s flank-revealing number is proof positive that their modern-day makeover is working.
“I hate the stereotypes of Pucci, the psychedelic pop,” said Laudomia Pucci, the daughter of Emilio Pucci, who founded the brand. “[Designer Peter Dundas] has shaken that up.”
Guess when your well of well-off Palm Beachers dries up, one must either adapt or perish. And the succession of starlets who’ve been snapped in Peter’s Pucci lately — Zoe Saldana, Kate Hudson and Biel — seem a good omen for the brand’s transition into the mainstream… or is that mainland? But as a post-nip tuck Kenny Rogers can probably attest, there is a point at which an attempt at youth becomes an unrecognizable disaster. “I want to make people think of Pucci as a woman, not just as a print,” Dundas said. But wasn’t the Pucci woman a woman who wore print?
Alas, if the jet-set calls, there’s always What Comes Around Goes Around.