European Fashion Heritage Association

Journal Exhibitions

‘Bonaveri, a Fan of Pucci’ at Palazzo Pucci

fashion exhibitionItalian fashionmade in Italy

Retracing the history of exhibition from 2019, conceived as a dynamic exchange between 2 brands that stand for Made in Italy.

In June 2018 during Pitti Immagine Uomo, Emilio Pucci and mannequin pioneer Bonaveri partnered up to celebrate history and innovation in an immersive showcase that delved into their individual realms of creativity and craftsmanship. Palazzo Pucci hosted the visual experience where Emilio Pucci’s heritage and future was told through Bonaveri’s artisanal excellence and creative depths.

The exhibit subverted the role of the mannequin through a series of installations where it instead became the protagonist and narrator of the Pucci universe – demonstrating the strength of Pucci’s visual language.

The exhibition was a journey, which broke down Pucci’s codes and engaged with the Palazzo by embracing its Renaissance architecture and historic traits. The courtyard of the Pucci Palace hosted an installation with over-dimensional mannequins wrapped in Pucci’s most iconic print, Vivara, and proceeded to the second floor of the Palazzo, where a vision of Pucci’s immense colour library was displayed on a spectrum of custom velvet Bonaveri mannequins wearing the universe of Pucci’s accessories.

The colour story continued with a literal interpretation of Pucci’s number one quest — the freedom of movement — told in a humorous installation featuring two fans blowing into meters of archived black and white Pucci prints.

The legendary ballroom ‘Sala Bianca’ became the site where visitors are led to discover the five material elements which Pucci innovated throughout his career, showcased through Bonaveri’s artistic and ironic touch.

Surrounded by the historic frescoes, the ground floor of the Palazzo, which previously housed the Emilio Pucci embroidery ateliers, revealed the inner workings of Bonaveri’s artisanal excellence. Divided into three chapters: The Cutting Room; The Sewing Room and The Miniature Workshop – the rooms were completed with an in-house atelier where Bonaveri’s artisans brought the Pucci mannequins to life.

The journey ended with a visit to Marquis Emilio Pucci’s studio, where some personal memorabilia of objects are displayed, leading to the fitting room where a group of baby mannequins are watching over the spectacle of archived pieces.

The project was the result of a fruitful conversation between Emma Davidge, creative director of Chameleon Vision, and Laudomia Pucci, who wanted to create an ironic and humorous encounter between the two Maisons by projecting their rich history and savoir-faire through a contemporary and innovative vision.