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Emilio Pucci, Marquis of Barsento, founded the brand that bears his name in 1947. A citizen of the world, constantly traveling between his native Florence and the holiday resorts favored by the jet set, he envisioned the modern woman following a revolutionary intuition full of style and personality. He dressed such women with easy, immediate pieces that express a new idea of elegance: fast, joyful, spontaneous, effortless. He embraced, with a unique sense of color, the American idea of sportswear, the need for absolute comfort, which he combined with an innate taste for beauty and luxury.