An historical maison and a leading figure in international fashion, Emilio Pucci has represented one of the fundamental moments in the origin of the Made in Italy brand. Its founder Emilio Pucci, Marquis of Barsento, a revolutionary fashion designer called "The Prince of Prints" because of his bold, new patterns, was born into one of the oldest Florentine families and became a phenomenon in the 1950s. Pucci experimented for the first time ever with the potentials of stretch fabric. A true master of color, he transferred to his models the intense and sensuous hues of the Mediterranean as well as those of exotic cultures. He designed futuristic uniforms for the stewardesses of Braniff International Airlines, the logo for the Apollo 15 mission, Rosenthal porcelain ware, the Piume print for Qantas Airlines, as well as more recent projects for Cappellini and Wally. The brand was back in the limelight in the early 1990s when Emilio's daughter, Laudomia, took the helm of the company, and in April 2000 Pucci reached an agreement with LVMH, which bought 67% of the company. In 2008 Peter Dundas was appointed artistic and creative director. The company headquarters is in Florence, in the family's Renaissance palazzo.