Animated Pucci patterns in Orlebar Brown's Masters of Print campaign

The idea of an archive conjures up images of dusty shelves and forgotten artefacts, but in the case of Emilio Pucci, nothing could be further from the truth. The Italian fashion brand is renowned for its vibrant geometric prints and now three of them are being given a new lease of life thanks to an eye-catching collaboration with Orlebar Brown.

For Spring 2015 the two brands have produced a 20 piece swimwear collection, that “re-connects Pucci with its roots in resort-style menswear, and for Orlebar Brown explores the timeless allure of the Italian jet set.”

The three prints they selected are among Pucci’s lesser known gems, designed in the 1970s for men’s shirts and ties and selected by Emilio’s daughter (and current CEO) Laudomia Pucci and Adam Brown of Orlebar Brown.

The tightly-formatted offerings include Labirinto (once worn as a cape by Isaac Hayes), Dischi (1967) and Baiadera (1978).

“My father was the first designer to do resort wear, but a lot of people don’t realise that he had a great menswear following in this category back in the 1970s,” Laudomia Pucci says. “It’s a perfect time for us to return to that sunny men’s segment and we’ve found the perfect partner in Orlebar Brown. They are just as obsessed with colour, fit and quality as we are.”

To further highlight the extraordinary aesthetic qualities of the prints, we commissioned London-based studio Animade to turn them into GIFs, introducing motion and playing off the idea of summer vibes, travel and good times to further celebrate their brilliance.

The Baiadera GIF plays on the idea of a wave, swelling and undulating across the pattern, for Dischi the reference is a boat’s propellers cutting through the sun-kissed sea and Labirinto’s pattern is influenced by the idea of water being disturbed.

“Some prints date. A Pucci print never does,” Orlebar Brown’s Adam Brown says. In fact, this collaboration is very much of the moment – print has moved from being quintessentially a female staple to becoming an accepted part of the stylish man’s wardrobe.”