European Fashion Heritage Association

Journal Designers

Object Voices / Emilio Pucci’s ‘Vivara’

1960s1970sItalian fashionprints

We believe that objects do have a voice, and we are here to help them speak.

The ‘Vivara’ is a print that Emilio Pucci created, getting inspiration from the crescent shaped island in the Gulf of Naples. The print was introduced in 1965 with an eponymous collection and the very first Pucci fragrance. More than just a print, it is an emblematic symbol of the Pucci lifestyle.

The Vivara print reproduces an aerial view of the crescent shape island the same name the Gulf of Naples. Emilio Pucci was a pilot lieutenant during the Second World War, and most of his prints and drawings are the result of his aerial-fast moving view.

Many things link Emilio Pucci to the Mediterranean Sea. He was born in Naples, his mother Augusta Pavoncelli belonging to a family of the Neapolitan nobility; he opened his first boutique – Emilio Pucci Original Sportswear – in front of the popular beach club “La Canzone del Mare” in Capri in 1950; his love for the cities and the islands facing these familiar and stunning waters was declared with many prints illustrating them. Vivara is surely the most popular of them.

Throughout the years, Vivara has been at the centre of special collaborations and projects, including a series of Rosenthal ceramics and Pucci rugs. In 2003 it was turned into a hand-painted sail on a luxury Wally yacht. More recently, it ‘dressed’ a nine-meter tall mannequin during the exhibition Bonaveri, A Fan of Pucci.

The print became instantly a symbol of Pucci’s style both in Italy and in the world. This is probably why Emilio Pucci decided to use it for his ‘Hostess’ collection, presented in 1970 in Japan, during the Osaka World Fair.