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Jun 9, 2022
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Pucci appoints Saar Debrouwere as CEO

Translated by
Jun 9, 2022

Emilio Pucci is continuing its rebranding journey that began in June 2021, when LVMH acquired the 33% stake it was still short of to fully acquire the Italian fashion house in which it had held a majority stake since 2000.

As a first step, the French luxury group put Camille Miceli in charge of creative direction. The brand has now poached Saar Debrouwere from Icicle and named her CEO. She will take office in July.

Saar Debrouwere - LVMH

The Belgian manager joined the Chinese brand in Shanghai in 2020 as product and design director. Previously, she was based in Stockholm, where she worked at Acne Studios for over eight years from 2012, first as product and studio director of ready-to-wear before being promoted to product director two years later.

Debrouwere, who graduated with a master's degree in fine arts and photography from the Royal Academy of Fine Arts in Ghent, Belgium, began her career at the consulting firm Ad!dict Creative Lab as a project manager before joining the Belgian fashion house AF Vandevorst in 2003 as an assistant and later sales manager. In 2009, she joined designer brand Raf Simons, where she served as collection manager for three years before moving to Stockholm.

The fashion house underwent a major transformation when Miceli took over as creative director last summer. The company shortened its name to simply Pucci and created a new logo inspired by the 1953 ‘Capri Sport’ archive label with a capital P in the shape of two intersecting fishes.

The label has also changed its business model by focusing its distribution on “see now, buy now” capsule collections, which are offered for sale outside the traditional fashion calendar on the day they are presented to the press and public. The first collection designed by Miceli was just recently presented in Capri.

Debrouwere is expected to accelerate Pucci's process and development by “combining its lifestyle and resort origins with the creative modernity brought by Camille Miceli, whose first designs were a great success," said LVMH in an internal note.

"I am very pleased with Saar's appointment as CEO of Pucci. Her international experience in the product departments of various maisons has ideally prepared her to assume this responsibility," said Sidney Toledano, CEO of LVMH Fashion Group.

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